Joloda Hydraroll’s Rebrand Success: Creating a Global Leader Identity

Joloda Hydraroll, a global leader in loading technology for warehouses, trucks, planes, and lorries, found itself facing a critical branding challenge. While the company had achieved significant growth and success in its industry, a series of recent acquisitions had left its brand fragmented and outdated. The company’s brand no longer resonated with its diverse and expanding customer base, and the visual identity had become incoherent, failing to reflect the company’s status as a global leader in innovative technology.

Joloda Hydraroll needed a complete rebrand to consolidate its various sub-brands, modernise its image, and build a cohesive brand identity that could stand out in an increasingly competitive market. The challenge was clear: modernise, revitalise, and unify the brand to drive future growth while staying true to its legacy and industry leadership.

When Fiona from The Marketing Centre approached us, the goal was not just to create a new logo or visual identity, but to reposition Joloda Hydraroll as a forward-thinking, global brand that could align with its continued innovation. The approach was deeply rooted in collaboration, leveraging the business insights Fiona had already gathered and combining them with our creative expertise to deliver a brand identity that would have long-term impact.

Brand Discovery

The first phase of the project involved in-depth brand discovery, where we worked closely with Fiona’s marketing team to understand Joloda Hydraroll’s business strengths, unique selling points, and company culture. We used this research to define the brand's core pillars, establish the positioning territories, and craft a compelling brand narrative. Our team immersed itself in the business offering to ensure that the new brand identity would be both authentic and forward-looking.

Brand Development

Once the foundation was set, we began the creative development process. We took the brand territories identified during the discovery phase and brought them to life through a series of creative sprints. These sprints allowed us to explore various visual styles, messaging, and tone of voice, ensuring we captured the essence of Joloda Hydraroll’s innovation, leadership, and global reach. The outcome was a modern, cohesive brand identity that would resonate with customers, stakeholders, and employees alike.

Brand Execution

The final phase was the execution of the new brand identity. This included the creation of a brand video, a series of product-focused videos that showcased the Joloda solutions, and a redesigned website that better reflected the company’s leadership and technological capabilities. In addition, we produced supporting content to lay the foundation for future demand-generation activity.

The entire rebranding process was completed in just eight weeks, thanks to our streamlined three-sprint brand development process. This speed-to-market approach was critical to ensuring that Joloda Hydraroll could capitalise on its refreshed brand identity as quickly as possible.

The rebrand was a resounding success, delivering both short-term impact and long-term strategic value for Joloda Hydraroll. The new brand identity successfully unified the company’s sub-brands into a cohesive narrative, visually distinguishing it from its competitors and positioning it for continued growth.

Stronger Brand Cohesion

The new brand identity consolidated Joloda Hydraroll’s various business segments into one unified, coherent brand, making it easier for customers to understand the full breadth of the company’s offerings.

Increased Market Perception

The modernised visuals and messaging resonated strongly with customers, reaffirming Joloda Hydraroll’s position as a global leader in loading technology. The refreshed brand gave the company a more contemporary and competitive edge in a fast-moving industry.

Improved Digital Presence

The new website and supporting digital assets laid the groundwork for future customer demand generation. The modern, user-friendly website better reflected the company’s innovative capabilities and helped to streamline the customer journey.

Measurable Impact

The rebrand also led to improved customer engagement, with early feedback indicating that the new brand identity has helped Joloda Hydraroll better connect with its target audience, enhancing its credibility in key markets worldwide.

Through our collaborative approach with Fiona from The Marketing Centre, we were able to deliver a brand identity that not only modernised Joloda Hydraroll’s image but also set the stage for future business success. The brand is now better positioned to expand its global reach and continue innovating in the loading technology sector.