How Flint Group’s branding gave a local crane company a lift of its own


One of the things I like most about working for Flint Group is helping local businesses position themselves in the marketplace. So when a local industrial crane company approached our Duluth office in need of a name, identity and voice, I was eager to dive in.

The company’s goal was clear: to come across as strong, stable, bold and professional—a partner its audience can count on for the critical equipment they need.

Our creative team named the company VIANT, derived from the words giant and valiant, and designed a logo with a lynx, a regal and respected cat that is native—although rare—to VIANT’s home state of Wisconsin.

Viant Crane logo

We then developed a comprehensive marketing package, from stationary, business cards and a desktop reference guide to direct mail, tradeshow banners, and online and print ads, and even a Zamboni wrap.








Viant Crane Zamoboni wrap

Reaching new heights

After just one year of rolling out the brand, our friends at VIANT told us they’re five years ahead of where they planned to be with brand awareness.

How’s that for a brand lift?

Viant Crane

Ericka Olin

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