Lancereal

Background

Founded in 1988, Lancereal is a leading power transmission solutions provider and systems integrator for industrial and mobile equipment.

The company, which is based in Huddersfield, UK, brings powertrain solutions to industries including agriculture, construction, grounds maintenance and material handling, and offers a wide range of products, such as gearboxes, electric drives, clutches, brakes and control systems.

Lancereal partners with prestigious manufacturers across the globe to source and supply high quality components, and also offers specialist services including systems integration, technical support, gearbox design, programming, gearbox repair and CNC machining.

Brief

Lancereal had built up an excellent reputation over more than three decades, but by 2023, felt that its brand, visual style and messaging didn’t reflect where the business was… and where it was heading.

The company needed to convey its full capabilities to existing customers and prospects, including its system integration expertise, and its offering to the electrification market.

It also needed a new marketing strategy that would help it to generate deeper engagement with its customers and target markets, and raise its profile.

The Lancereal team commissioned Horizon Works to re-energise the company’s brand, shape its strategy and renew its marketing.

Solution

• We created a new marketing strategy to support its growth into the electrification market, which included a marketing roadmap and tactical plan.
• We created a new brand identity to reflect Lancereal’s full proposition, including a logo, strapline, visual style and messaging.
• In line with the company’s new brand, we designed and developed a new website along with a suite of animations which shows how the products Lancereal offers work across industrial and mobile equipment.
• We are working with the business as its outsourced marketing team to deliver its marketing strategy and plan.

Results

• Lancereal now has the foundations in place to move forward with its marketing activity, in tandem with its sales strategy.
• The new brand has positioned Lancereal’s expertise as a systems integrator and full powertrain solutions partner at the forefront, while modernising its image and bringing greater clarity to its proposition.
• Lancereal’s new website benefits from an enhanced user experience, greater focus on the company’s specialist capabilities and more extensive content surrounding its products and services.