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From Rebrand to Ongoing Growth — How We Became WMH’s Embedded Marketing Partner
WMH Solutions is a leading forklift and material handling provider, delivering cutting-edge automation and integrated solutions to warehouses and industrial facilities. With a dynamic product lineup—including partnerships with top brands like Yale and Linde MH—WMH needed a brand and marketing approach that could evolve alongside their business strategy.
The Challenge
When WMH first came to us, they were in the middle of a major transition. Originally named Wheeler Material Handling, the company was looking to transform their digital presences brand, and marketing operations internally and externally. They needed:
A brand identity that differentiated themselves from local competition, matched their premium featured line at the time (Yale), and would grow along with them in a evolving industry.
A cohesive digital presence to showcase their offerings.
Marketing support to fuel recruitment, sales, and product awareness.
Over time, their needs grew as their business evolved—most notably when they shifted their featured line from Yale to Linde MH, requiring a second brand refresh and updated marketing materials to reflect the change.
Before
Our Approach
We took a phased approach, becoming more integrated with WMH’s team at each stage:
Phase 1
Branding & Identity
Naming & Logo
A brand identity that differentiated themselves from local competition, matched their premium featured line at the time (Yale), and would grow along with them in a evolving industry.
Brand Guidelines
Created brand guidelines to ensure consistency across all channels. This included a full scope of design guidelines and new positioning to be reintroduced as the leading material handling provider in the southern United States.
Brand Inspiration
Using the metaphor of an F1 pit crew—speed, precision, and teamwork—we created a brand concept that set WMH apart, positioning them as the partner that keeps operations performing at their peak and ahead of the competition.”
Result:
Eliminated brand inconsistencies and established a recognizable,
professional identity in the market.
After:
Phase 2
Website & Digital Launch
Modern Website & SEO Copywriting
Designed and built a modern website to establish their online presence and present their top tier products and services. Wrote all copy to support their SEO strategy and become more present in local areas.
Optimized Conversion Pathways
Conversion pathways were restructured to reduce friction, ensuring that requesting a quote, applying for a position, or exploring equipment could be done in just a few clicks.
Seamless User Experience
We overhauled the site’s design and navigation to create a seamless, intuitive user experience across all devices—desktop, tablet, and mobile. Streamlined menus, clearer calls-to-action, and faster load times made it easier for visitors to find what they needed, engage with content, and take the next step.
Targeted LinkedIn Strategy
Developed a targeted LinkedIn strategy and content plan designed to strengthen WMH’s presence and engagement. We introduced an employee advocacy program and trained the team on posting best practices—empowering staff to share company content, amplify key messages, and build authentic connections with industry peers and potential customers.
Result:
Improved online visibility, generated more inbound inquiries, and positioned WMH as a trusted industry leader. The website result was a more engaging, accessible, and action-focused website that supported WMH’s sales and recruitment goals.
Phase 3
Recruitment & Sales Enablement
Provided recruiting consultation and marketing materials to attract skilled candidates for all skill levels.
Designed sales collateral to support the sales team’s outreach efforts.
Result:
Attracted higher-quality applicants and gave the sales team impactful tools, brochures, sales decks, and whitepapers to close deals faster.
Phase 4
Visual Impact in the Field
Designed branded van and truck decals to increase recognition in their service area.
Designed forklift stickers and service uniform patches for brand consistency across all touchpoints.
Result:
Boosted community visibility and brand recognition through consistent mobile branding.
Phase 5
Brand Evolution to Linde MH
The shift from Yale to Linde MH as WMH’s featured line was a significant change—and not without hurdles. Many customers had
long-standing loyalty to Yale, and the transition initially caused a dip in engagement and uncertainty in the market.
Our goal was clear: minimize disruption, reestablish WMH’s credibility, and quickly communicate the value of the new partnership.
We began by updating the WMH brand to fully align with Linde MH’s premium positioning—refreshing the logo, color palette, typography, and overall visual identity. We worked directly with Linde’s manufacturer teams to secure official branding guidelines, high-quality imagery, and approved product collateral, ensuring all materials met corporate standards while retaining WMH’s unique personality.
The challenge was twofold: modernize the user experience while building a strong, long-term digital asset that would continue to perform.
From there, we launched a rapid-response marketing effort:
- New sales and marketing collateral to support the sales team’s conversations.
- Website updates and landing pages featuring Linde MH equipment.
- Social campaigns and outreach to educate customers on the benefits of Linde products.
- The result: While the initial transition impacted engagement, our quick approach helped WMH rebuild trust, reestablish market momentum, and position the new brand partnership as a strategic advantage—laying the foundation for future growth.
Phase 6
Ongoing Partnership
Became an extension of WMH’s marketing team, creating:
- New webpages for equipment launches and programs.
- Campaign creative for promotions and initiatives.
- Social media content and strategies for continued growth.
- Maintaining the SEO strategy for better reach.
Results & Impact
Our work with WMH Solutions turned their marketing into a cohesive, high-performing engine that supports every aspect of the business. Through two major rebrands, a new website, and targeted campaigns, we’ve strengthened their market presence, boosted brand recognition, and improved customer engagement.
The updated website now drives sales inquiries, recruitment applications, and equipment leads with a streamlined user experience. Consistent branding across digital channels, sales materials, and in-field assets has made WMH instantly recognizable in their markets. As an embedded marketing partner, we provide the agility to respond quickly to product launches, industry changes, and competitive pressures—helping WMH maintain momentum, recover from challenges, and position for ongoing growth.
