Imaginasium

Manitowoc Crane Group

For most companies, seeing your name become synonymous with its category is the stuff of dreams. But that’s just the situation in which global crane-builder Manitowoc Cranes found itself. Their giant lattice boom and jib cranes were a common sight at construction sites around the world, trusted to the point where every crane at some sites were simply called “the Manitowoc.”

Leveraging this world-wide recognition, Manitowoc Cranes had bought three popular, trusted global crane brands - Grove, maker of all-terrain, rough terrain, truck mounted and industrial cranes; National Crane, leader in telescoping and articulated truck-mounted cranes; and tower crane producer Potain - and created Manitowoc Crane Group.

MCG had done a great job of picking out the cream of the crane crop to form their new company and was confronting the challenge of defining the new company in a way that would be perceived as adding value to and meaning something more than the individual brands themselves.

CONEXPO 2005 in Las Vegas, Nevada is an international construction equipment showcase at which multi-million dollar orders are not uncommon. MCG needed a strong presence. Imaginasium came on board, ready to help the lifting legend tell its story.

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