Master Hire

We interviewed Master Hire staff at all levels and in every branch to identify their main concerns around the existing branding, as well as any concerns they may have around a rebrand. We also discussed their operations, their ideas, community perceptions of the brand, along with a long host of other topics.

After compiling and summarising interview data, It was decided that a strategic rebrand was appropriate and that central guidelines would be created and provided to all branches to ensure a strong and cohesive brand presence across the state.

We also established that the company needed a new strap line. At the time, it was “keeping you on top”. When staff members were asked what this actually meant, no one knew. It was recommended that a new strap line be agreed upon that truly captured the essence of the company- one that could be backed by staff with complete confidence.

To garner the support of staff and generate excitement across the broader state-wide team, we suggested that a shortlist of strap lines be created by Master Hire staff, with the winner being selected by us. The new strap line selected was “Built on Service”, which aligned perfectly with the response given by each staff member of Master Hire when asked what sets Master Hire apart from the competition: Service. It was unanimous. Staff became animated and passionate when speaking about the extra mile they go to help their customers and community. The company had humble regional origins and were well known in their locales. The staff truly prided themselves on delivering the best service possible. We were glad to have had such an excellent suggestion for the strap line made, and Master Hire management awarded the winner and their family an all-expenses-paid holiday.

A new visual identity and brand guidelines document was created, and Master Hire’s head office and Toowoomba branch was the first to roll out the new look. We worked with the team to design new uniforms, stationery, signage, and decals for equipment. Toowoomba was to be the initial test case, and all stakeholders were pleased with the results of the successful rollout. All branches across the state were then updated with the new branding, creating a strong, cohesive and effective brand presence across Queensland.

The rebrand was well received by staff and the community at large. Master Hire has since gone from strength to strength with additional branches opened in both Queensland and New South Wales, and larger contracts secured.

In 2019, Master Hire was awarded Australian Rental Company of the Year.