Unifying Two Industry Leaders Sidetracker Engineering + Penny Hydraulics Through Vibrant Rebranding

Penny Hydraulics is a leader in Hydraulic Lifting Equipment, offering comprehensive solutions across various sectors. Their expertise spans design, manufacture, installation, and servicing, ensuring that clients receive end-to-end support for all their lifting equipment needs.

Penny Hydraulics tasked Fenti Marketing with the challenge of taking over all their marketing collateral and rebranding their existing image. Our primary objective was to create a consistent brand identity across the business, from brochures to social media posts, ensuring a cohesive and professional presence.

As Penny Hydraulics expanded its operations by acquiring Sidetracker Engineering, a leading designer and manufacturer of multi-directional fork-lift trucks, the scope of our work evolved. We needed to integrate the two companies’ branding while respecting their individual strengths and market positions.

Our solution to this challenge was to seamlessly blend the iconic orange and white color scheme of Penny Hydraulics into Sidetracker’s branding. This approach allowed both businesses to maintain their distinct identities while creating a unified and recognisable brand presence across all platforms.