Based in Gateshead, North East of England, Crabtree has been manufacturing its own range of metal decorating machines as well as a range of component supplies for over 50 years.


The company is renowned worldwide for its service and machines. However, it had suffered from a lack of regular marketing activities and a reduced global profile. This led to a perception, in some parts of the company’s target market, that Crabtree was no longer a leading player in its field or was no longer operating in the sector.


  • A refreshed brand image and key messages to modernise the business and help it to stand out in its market
  • An updated website, social media channels and e-marketing to reflect the new brand image as well as engage with its customers and prospects more effectively
  • A PR strategy to raise the profile of Crabtree and engage with trade press to reach international customers


  • Press releases were picked up by all core trade press as well as local press
  • The managing director and senior director received direct enquiries following the issue of the press releases
  • The company secured multiple export projects with customers in Asia and Africa
  • In response to increased demand the company increased its headcount by more than 10 per cent

“We are extremely happy with the work of the Horizon Works team in helping to amplify our company narrative around the projects we’re working on and the services we offer, driven by our experienced engineers. The team has done a great job in updating our brand and creating a visually impactful style that enables us to stand out.”

Alan Rutter, Senior Director, Crabtree