Olsen Chain & Cable

Premium Lifting Equipment, Chains, Slings, and Services to Support Them

Olsen Chain and Cable offered reliable cable for decades and its brand’s performance was closely linked to the reputation of their founder. As products and services expanded, the company faced the need to develop a brand that would communicate their history and consistency as well as their versatility and development going toward the future.


Olsen’s brand is rooted in reliability above all else. If lifting equipment fails, after all, operations suffer and lives can be lost. The tenets of performance, reliability, and trust became the essential centerpiece of the brand. The company built out a visual and verbal framework to support these messages both in print and digital collateral and also in supporting, ancillary services and product offerings.


Olsen Chain & Cable had a strong brand identity that needed both a refreshing and a uniformity that would allow it to evolve into the next seasons of business. Taking existing brand mark versions and historic iterations of its icons, a new brand framework was developed that refreshed the brand while stabilizing it with historical references.


From an entire digital and physical storefront experience to monthly training guides, in-person trainings, product manuals, safety materials, and product design and brand continuity support, Olsen Chain & Cable moved their brand into an authority on lifting equipment – from the initial purchase to training, service, and inspections. The expression of their brand from both digital and physical platforms communicates both their deep, historical richness and their evolutionary, research-dedicated progress in their industry.


  • Identity Collateral
  • Content Strategy
  • Web
  • Photography
  • SEO