William Hackett
Brand Identity Refresh.
Overview
William Hackett is a leading manufacturer of lifting and chain solutions, trusted by engineering and industrial sectors worldwide. The business needed a brand evolution that would honour its heritage while positioning it for future growth. Our agency partnered with William Hackett to deliver a complete brand strategy and identity refresh that reflects their commitment to innovation, safety, and long-term partnerships.
The Brief
William Hackett approached us to modernise their brand while preserving the trust and recognition built over decades. They needed clarity and consistency across all customer touchpoints, from technical datasheets and manuals to exhibition stands and digital platforms. The goal was to create a unified brand experience that resonates with B2B audiences in technical and safety-critical environments.
Our Approach
We began with a series of brand discovery workshops to uncover the heart of the William Hackett story. Through in-depth research and stakeholder sessions, we distilled the brand’s purpose, culture, and values.
This process shaped a clear brand proposition and positioning statement. We developed a comprehensive brand pyramid to define the layers of meaning behind the business, including their core promise and emotional connection with customers.
Once the strategic foundations were in place, we moved into identity development. We redesigned the logo, introduced a refreshed colour palette, and established a distinctive typographic system. Throughout, we ensured the visual language balanced technical credibility with a more approachable, human feel.
Video Production - Bespoke Capabilities
We partnered with William Hackett to produce this brand film showcasing their bespoke manufacturing capabilities. YST handled the full process - storyboarding, filming, art direction, music, and post-production - to highlight their precision engineering, advanced processes, and commitment to quality.
The Outcome
The new brand identity is confident and consistent. It includes a modernised logotype and symbol, vibrant supporting colourways, and a clear tone of voice. These elements come together in a detailed set of brand guidelines, ensuring every communication feels unified - from engineering datasheets to global exhibition stands.
This work has helped William Hackett present themselves as experts who combine deep technical knowledge with genuine care for their customers.
Key Deliverables
Brand strategy workshops
Positioning and brand proposition
Brand pyramid and values
Tone of voice framework
Logo and visual identity design
Colour palette and typography
Photography guidelines
Brand guidelines document
Marketing templates and assets
Results
Since launch, William Hackett has rolled out the refreshed brand across all global markets. The new identity has strengthened their market presence, enhanced brand recognition, and improved the consistency of marketing materials across teams and regions.
Thinking about your brand?
Thinking about your brand?
If you’re planning a B2B brand refresh, technical rebrand, or identity project, we’d love to help. As a Birmingham-based studio, we bring strategic design expertise and sector understanding to every brief.