MasterMover
Evolving a heritage manufacturer into a global tech pioneer
From robust machinery to tech-led innovation – see how we evolved MasterMover’s heritage brand to align with their vision for a global, automated future.
Evolving a heritage manufacturer into a global tech pioneer
MasterMover is a world leader in electric tug solutions, moving heavy wheeled loads for global giants in manufacturing and logistics. Despite a 25-year heritage of engineering excellence, their brand had become invisible – appearing outdated and failing to reflect their evolution into advanced automation and AGVs.
The challenge
As MasterMover prepared for a major shift toward self-service automation, their broad and unfocused brand was a barrier. They were often perceived as a provider of robust bits of kit rather than an innovative technology partner. To achieve their goal of tripling revenue, they needed to move away from a traditional manufacturing image and position themselves as the Apple of electric tugs – premium, innovative, and essential for the factory of tomorrow.
The strategic work
Through an immersion process and brand interviews, we identified a central truth: MasterMover drives safety and efficiency for the global workplace. We defined a brand DNA that is 60% bold and 40% safe – balancing a challenger attitude with technical precision. With strong existing brand recognition, MasterMover was keen to keep elements of its current logo. We evolved the identity to feel more technical and modern, shifting the focus from hardware to the solution that sits behind the request.
The outcome
We delivered a comprehensive brand strategy, refined identity, and detailed guidelines. The result is a brand that respects its heritage while accurately reflecting MasterMover’s status as a tech-led market leader. By aligning their visual and verbal identity with their technological expertise, MasterMover now has the strategic foundations to inspire internal pride and dominate the global stage.
What we did
Brand narrative
Key messaging
Brand launch campaign
Social media toolkit
Collaborating with MasterMover was a creative journey driven by passion and dedication. Their commitment to excellence and willingness to embrace new ideas made the branding process both smooth and inspiring. I'm thrilled to watch their ongoing success.
Ian Morris
CEO and Owner
Threerooms
The project in brief
MasterMover needed to move from being seen as a "bits of kit" manufacturer to a global technology partner. By modernising their identity while retaining core brand equity, we closed the gap between their heritage engineering and their future in automation.
The new strategy has redefined their market position, transforming the brand into a premium, high-growth asset. With a clear narrative and a professional identity system, MasterMover is now equipped to scale internationally and achieve their ambitious goal of tripling global revenue.
5-Star rated. Award-winning work.
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