Hiab – We Do Loads
Client: Hiab (Cargotec)
Role: Concept Creator / Lead Copywriter
Discipline: VOICE / COPYWRITING / CAMPAIGN STRATEGY
Voice
Created a campaign tone that matched Hiab’s category dominance — strong, versatile, and direct. The voice had to stretch across loaders, tail lifts, forestry cranes and more — all under one confident verbal system. It needed to feel professional, grounded, and globally accessible.
Copywriting
Conceptualised the global campaign line:
“We Do Loads.”
A line that flexed across industries, products, and personalities — without ever losing weight. Wrote the narrative framework and hero messaging system, bringing industrial muscle to life with verbal simplicity.
Brand Voice
Key Traits:
Uncomplicated confidence – says more by saying less
Cross-functional clarity – works in every market, every sector
Operational tone – aligned to how customers work, not how brands brag
Built to move – agile enough to flex across touchpoints and teams
“We Do Loads” wasn’t just a campaign line — it became Hiab’s identity in motion. A single phrase that carried product diversity, brand consistency, and business logic in equal measure.
