Rebranding an industry leader of commercial highway safety products

Valtir Rebrand


Trinity Highway Products LLC, a global supplier of commercial highway products, required rebranding following its acquisition by Monomoy Capital Partners in 2021. Working with our FleishmanHillard Brand Marketing team colleagues in the US, we were asked to create a new name, positioning and brand identity.


In conjunction with the name change, Valtir has adopted “A Tier Above” as its new tagline to emphasise the company’s commitment to go beyond what is expected to deliver dynamic products and uncompromising service. The brand identity takes its inspiration from motion, the customer journey and the lights of free-flowing traffic on the highway.

"Our team had so much fun at each phase of this journey with Ensemble Studio and FleishmanHillard, and we are incredibly excited about the results."
Theresa Stultz | Marketing & Communications Manager


We worked with Trinity Highway and Monomoy Capital Partners to create a brand that reflects their desire to build growth in current and future infrastructure markets. We have also created comprehensive brand guidelines and toolkits to help bring Valtir's new identity to life.