THIEL Design

THIEL Design is helping Joy Global increase its name recognition throughout Milwaukee; the company's headquarter community. Joy Global is one of Milwaukee's best-kept secrets. While the Fortune 400 company's roots in Milwaukee date back more than 100 years, it's P&H product line brand name is more recognized by locals than its corporate name. A long lineage of mergers, acquisitions, and name changes had turned Joy Global into a melting pot of brands whose individual brands often overshadow the larger parent company's name. For example, Joy Global's P&H brand has been part of Milwaukee since its founding in 1884 by Alonzo Pawling and Henry Harnischfeger, and while the general public knew the P&H or Harnischfeger name, few associate it with the $5 billion dollar mining giant, Joy Global. THIEL's approach is to build local recognition of Joy Global by highlighting the impact the company and its employees make contributing to the economy and quality of life throughout the Milwaukee area. THIEL began by looking at Joy Global's current community activities. It was soon discovered that Joy Global was already a large partner to the Milwaukee-area through its support of more than 30 local organizations. With a focus on education, urban renewal and human services, the company had even been recognized in for its service receiving several awards. THIEL recognized the need to publicize these activities to the public and also look at other tactics that would demonstrate the many ways the company brings "joy" to the community.