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Application Development
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Content Management System
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Digital Marketing
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SEO
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UX Design
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Web Development
About the Challenge
Universal Cranes, a leading name in lifting solutions, required a complete digital overhaul to modernize its online presence and establish a strong, unified brand identity across Australia, New Zealand, and Guam. Their existing website lacked consistency in branding, making it difficult to provide a seamless experience across multiple regions.
Additionally, staff struggled with updating content due to a rigid content management system, leading to inefficiencies in maintaining service and project information. A key requirement for the new website was the integration of a complex, multi-level crane calculator—an essential tool for customers looking to find the right lifting solution. With the company approaching its 60-year anniversary, the new website had to be both visually impactful and technically advanced, reflecting Universal Cranes’ long-standing expertise in the industry.
About the Solution
To meet these challenges, we developed a fresh, modern website design with a clean, professional aesthetic that aligns with Universal Cranes’ brand vision. A distinct brand theme was established to ensure visual consistency across all three regional websites while maintaining flexibility for localized content. A custom CMS was built to empower staff with the ability to effortlessly update pages, manage projects, and keep information current without requiring technical expertise.
To enhance the user experience, we implemented a custom image style with unique grading, creating a polished and professional look. Additionally, we designed and developed an interactive history timeline, allowing visitors to explore the company’s six-decade journey in an engaging way. The highlight of the project was the creation of a highly sophisticated, multi-level crane calculator, which enables customers to determine the best crane for their specific needs through an intuitive and streamlined process.
About the Outcomes
The successful launch of Universal Cranes’ new website marked a significant milestone in their digital evolution, arriving just in time for their 60-year anniversary. The new platform provides a visually cohesive and functionally advanced experience across Australia, New Zealand, and Guam, reinforcing the company’s industry leadership. The custom-built crane calculator enhances customer engagement by offering an easy-to-use, informative tool that simplifies crane selection.
The interactive timeline adds depth to the brand’s storytelling, celebrating its rich history in an engaging format. Most importantly, the intuitive CMS now allows staff to manage content with ease, ensuring the website remains up to date and continues to serve as a valuable resource for customers. The new website is not just a digital facelift—it’s a powerful tool that strengthens Universal Cranes’ brand presence and positions them for continued success in the future.
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