|PROJECT:||Brand Strategy, Website Content and Case Study Development.|
|MY ROLE:||Senior Writer|
|SECTOR:||Construction / Cranes|
Marr Contracting (‘The Men from Marr’s’) are world leaders in the design and delivery of heavy lifting services. But they’re not just a crew and cranes for hire, they’re big thinkers and problem solvers who love a challenge. The third-generation family-owned and run business based in Sydney operates a fleet of more than 60 cranes and has a string of ‘world firsts’ to its name – including the design of the world’s largest crane, the M2480D.
In 2015, the Men from Marr’s appointed Gen.a to develop their brand strategy, refresh their identity and roll it out across multiple platforms including their website, case studies and marketing materials. In a storytelling sense, the challenge was to create a new brand platform and identity that reflected the global aspirations of the business owners and their already enviable reputation in both Australian and international markets.
Although there was a strong heritage and history behind the business, the existing brand language (in both a visual and verbal sense) didn’t match the incredible scale of the projects and engineering challenges that the Men from Marr’s take on. Our task was to make the brand more modern, more sophisticated and worldlier – because the business had all the proof points to back it up.
As the Communications Director at Gen.a, I was responsible for:
The Chevron-Operated Gorgon Project (Wapet): Cranage solutions for one of the world’s largest natural gas projects
The Gorgon Project: The crane built to survive a perfect storm
Keppel Seghers Waste to Energy Plant (Qatar): Launching the world’s biggest crane in the Middle East
Mirvac/8 Chifley: A revolutionary crane solution for Sydney’s iconic ‘Sky Village’
Brookfield Multiplex/Four Points by Sheraton Hotel Sydney: Two working cranes of top of Australia’s largest working hotel
Liberty Industrial Garden Island Dismantling: Dismantling a piece of Sydney’s naval history
Hay Point Coal Terminal Expansion: A cranage solution built out at sea