17.11.2015

Marti Group identity goes live

The owners of Bluelift and KLM loader cranes – the Marti family -has unveiled its new corporate structure and brand identity
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The Marti Group comprises four divisions

The top or holding company has now been structured into four product groups and brands, Bluelift - the spiderlift manufacturer - celebrating its 10th anniversary next year. Ram Platform - the truck mounted brand that the company acquired around five years ago, KLM - the loader crane manufacturer that the Martis rescued in 2012 and the technical company, now dubbed Italian Access Technology that supplies a whole range of technical services, and support to OEMs, including its own.

The Marti family has been working in the access and lifting industry far longer than the nine years since it launched the Bluelift product line, it has a long history as a fabrication company supplying the many Italian crane and access manufacturers that purely design, assemble, market and distribute their products.
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The Bluelift C22/11 Hybrid

In 2006 the family decided that the time was ripe for it to move up one step on the supply chain ladder, and introduced its Bluelift spider lift, an extremely competent first product, that clearly showed how much knowledge, experience and skill the company had acquired in all the years as a fabricator to the industry.
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The 20 metre RAM Gemini 20.35PTJ

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KLM loader cranes

Since the arrival of Ram and then KLM it has been considering the branding and structure of the business, and then around two years ago it employed branding consultants to look at the entire structure and product branding and then advise it on how to handle it for the future. And after all that time this is the end result, which has been launched with and all new website today.

Vertikal Comment

This new structure has taken a good deal of time and cost a fair penny, some would have argued for the integration of the RAM truck mounted range under the Bluelift brand, but for various reasons the company has decided to continue to invest in the separate RAM brand, which has had some notable success since the Martis took it over.

KLM on the other hand needed to be clearly kept separate, but will benefit from a closer association with the Bluelift line through its Marti group branding. Now that the new structure has been launched the company is pushing full speed ahead to promote it, including an all new website and marketing material. Expect to see the fruits of this investment at the ARA-Rental show in Atlanta this February, at Bauma in April and then perhaps at
Vertikal Days in June.

The Martis make a first class product and have been fretting over the branding and structure of the group for a couple of years or more now, they will all be relieved that it is now complete and the results unveiled, allowing them all to get back to building the brand recognition for the three product lines and building its distribution network, as it adds more capacity to keep up with demand which has until now outpaced its ability to supply.