MHS Lift is an award-winning, nationally recognized provider of warehousing and distribution solutions with roots in Pennsylvania and New Jersey. It is a family-first organization with a history of being innovative and tech-forward in a very non-tech-forward industry.

MHS faced two major challenges during the rebranding process. The first challenge was their heavy reliance on burgundy and light blue brand colors, which were used everywhere from branded technician shirts to delivery trucks. They were open to exploring new color options, but after much consideration, we kept the original colors.

The second challenge was positioning themselves as a technical innovator in a tech-averse industry. We needed to balance a tech-forward look while still belonging in the logistics space.

Despite these challenges, we successfully achieved a logo that straddled the line, highlighting MHS's dedication to innovation and progress while reinforcing its legacy.