Penny Hydraulics Group

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


Penny Hydraulics specialise in Hydraulic Lifting Equipment across many sectors with Design, Manufacture, Installation and Servicing support throughout.

Penny’s brief was for Fenti Marketing to take over all marketing collateral and rebrand its existing image. Our challenge was to create consistency throughout the business, from its brochures all the way to social media posts.

Later down the line, Penny acquired its sister company, Sidetracker Engineering, which is the leading designer and manufacturer of multi-directional fork-lift trucks with narrow aisle and long load capabilities…

Our goal was to integrate the two businesses whilst still allowing separate identities – Our solution was to marry the iconic orange and white colour scheme of Penny into Sidetracker.