Well-known Hamilton-based company TRT last month announced a brand refresh promising a new look but the same dedication to customers.
The innovative engineering company now sports a new-look logo and tagline in which “TRT, for the long haul” is replaced by “TRT, Made Possible”, a reflection of the innovation developed in the crane, transport and infrastructure sectors in Australia and New Zealand since 1967.
The brand refresh is seen as a major milestone for TRT, as the company continues its expansion on both sides of the Tasman alongside of progress into international markets.
TRT’s director of sales and innovation Bruce Carden said that at the heart of the rebranding lay the company’s potential to problem solve.
“The new bold logo and the “Made Possible” promise are rooted in the company’s commitment to finding solutions to solve problems for customers. TRT’s innovative focus is undeniable. Our story is driven from our competitive refusal to be beaten by the unsolvable.”
TRT has a long history dating back to the 1960s of overcoming complex engineering problems. Examples include the TIDD Pick and Carry Crane, ESS Heavy Transport Trailers, OEM distribution agreements, and its extensive parts support networks. TRT’s Technical Director Robert Carden said they were taking the opportunity to evolve TRT’s brand to better communicate what the company represents.
“No solution to challenging problems is ever easy, but easy isn’t the reason we wake up and do what we do every day… We aim to provide an environment that allows people to reach their potential and to make things possible, for our customers.”
The development in 2011 of the TIDD Pick and Carry Crane embodies the ethos of “TRT Made Possible”. The company’s experience lead to the development of the TIDD PC28, which TRT launched to the market a few years back
Bruce Carden said the brand statement “for the long haul” was built on commitment, design excellence, longevity and trust, drivers that kept TRT in business.
“We will continue to focus on our relationships with customers with fit-for-purpose, bumper-to-bumper solutions, that are made to last.
“There are moments in a business when the time is right to revaluate your trajectory, and plan for growth. For TRT, now is that time.”
