Going from Standard to Standout

Background

Stonebrooke Equipment, a reliable upfitting partner, provided experienced delivery solutions to meet individual and fleet needs. Despite their innovative approach and unique solutions, Stonebrooke Equipment was having difficulty differentiating themselves from standard off-the-shelf vehicle upfitters.

Their Challenge

The name “Stonebrooke Equipment” did not accurately reflect who the company was or what they did. This created a disconnect between the brand identity and what they were offering. The name did not tell the right story to national clients unfamiliar with the company and their services, and it did not align with the future vision of the company.

Service

Brand Strategy, Positioning & Planning, Visual Media, Messaging, Digital, Sales Enablement

Our Action

Strategy

Stonebrooke Equipment needed to develop a new brand identity that would clearly communicate the company’s current business strategy and direction. We knew it was also important to honor the principles on which the company was founded and place more focus on their in-house innovative solutions.

Creative

By understanding the integrity of the brand, that this service went beyond merely installing equipment, we were able to create uniform brand standards to serve as a guide for consistent establishment of the new brand. Stonebrooke Equipment became Surefitters with a new tagline, a new identity, and a new platform that now accurately reflects their passion for delivering exceptional fleet solutions.

Performance

With a new name and a new brand identity, we repositioned Surefitters to better communicate their unique proposition as a provider of cost-effective custom whole-fleet solutions informed by analysis, engineered for efficiency, and demonstrated through results. Being “Driven to Build Better” is what makes Surefitters the perfect partner for fleet managers and fleet management companies looking for innovative ways to reduce cost of ownership and maximize return on investment.