Crabtree is a global provider of metal decorating solutions and expertise. From its site in Team Valley, Gateshead it designs, manufactures and installs machines that print onto metal sheets. Bottle tops, craft beer cans, confectionary tins and aerosol cans are just some of the products that are printed on using Crabtree’s equipment.

The company has been a designer and manufacturer of metal decorating and coating equipment for more than 50 years, and it combines this heritage with engineering innovation, specialist servicing, spares supply and consultancy.

We have supported Crabtree with marketing activities for more than five years.


The Coronavirus pandemic and restrictions on travel limited Crabtree’s opportunities to showcase its extensive manufacturing site and demonstrate its new machine and component upgrades face to face.

It needed a solution that would help it overcome these challenges and also support its wider marketing and business development activities – including engagement with export markets.


  • Creation of an animation to demonstrate Crabtree’s process of consultancy, design, manufacture, testing and machine installation
  • The animation featured intricate component close ups to support technical understanding of Crabtree’s equipment


  • An animation that can be used for prospect and customer engagement, including in export markets where English isn’t the first language
  • The animation demonstrates certain machine functionality in detail that couldn’t be grasped on a virtual call, enabling better technical communication

“Having worked with Horizon Works on a number of marketing projects in the past I was aware of the quality of work they produce and the ability to come up with marketing solutions. The animation has been very well received by customers and prospects and was also a great tool for demonstrating our machines internally. It’s certainly sparked a talking point and we’re looking to develop more animations to demonstrate in greater detail our innovative metal decorating and coating machines.”

Alan Rutter, Senior Director at Crabtree