MEI Industrial Solutions
Unifying and elevating an industrial leader for next-level growth.
The Situation
MEI Industrial Solutions, a leader in rigging, heavy machinery moving, and specialized logistics, grew rapidly through acquisition. But that growth created brand fragmentation, diluting market presence and confusing customers.
To unlock the full value of its platform, MEI needed a cohesive brand architecture and a clear story that unified six legacy companies. Six06 Strategy was engaged to deliver a transformation: unifying the structure, building a scalable identity, crafting an authentic narrative, and activating the brand for long-term growth.
Key Deliverables
Market and Customer Research
Competitive Research
Brand Positioning
Brand Strategy
Brand Architecture
Narrative Strategy
Voice and Tone
Identity Systems
Brand Guidelines
Naming
Web Design/UX
Content Strategy
Brand Rollout and Activation
Outcomes
4 Strategic Tactics
Tactic 01/04
Unify the brand structure
Comprehensive research and stakeholder interviews revealed significant brand confusion driven by MEI’s rapid acquisition strategy. To resolve it, we evaluated five brand architecture models—House of Brands, Endorsed Brand, Sub-brand, Branded House, and Single Brand—ultimately recommending a Sub-brand structure.
This approach preserved regional equity while creating strong visual and verbal connections to the parent brand. The result was a clear, unified architecture that simplified communications, strengthened cross-selling, and positioned MEI for future acquisitions and sustainable growth.
Tactic 02/04
Build a scaleable identity system
With the brand architecture in place, Six06 and design partner Bolster developed a unified identity system built for scale. Anchored by the tagline “Built On Commitment” and the redefined acronym “Move. Engineer. Innovate.”, the system reinforced MEI’s core values of safety, integrity, responsiveness, and reliability.
Drawing on stakeholder insights, the identity resolved previous fragmentation, ensured recognition, and allowed new acquisitions to integrate seamlessly. Clear guidelines empowered internal teams, simplified decision-making, and created consistent communications across every touchpoint.
Tactic 03/04
Craft an authentic narrative
Brand transformation requires more than visuals—it demands a story that resonates inside and out. Six06 developed a narrative that bridged MEI’s legacy of operational excellence with its future vision.
The new story emphasized MEI’s commitments to innovation, customer focus, and reliability, while shifting the company from “Rigging & Crating” to the broader “Industrial Solutions.” This reframing defined MEI’s full capabilities and aligned perceptions with its long-term ambitions.
Tactic 04/04
Activate the brand
An effective transformation depends on execution. Six06 managed MEI’s rollout in three phases—Strategy & Planning, Communication & Training, and Campaign Execution—to ensure adoption across internal teams and visibility in the market.
Leadership workshops and employee training built advocacy, while external campaigns spanned digital, print, and experiential channels. The rollout created clarity, excitement, and measurable impact, embedding the new MEI brand across every touchpoint.
More Work
