ALL Erection & Crane Rental Corp. is a family of 25 crane rental and sales companies that had too many different looks for its corporate identity, literature, Web site, and advertising. Cunningham Baron was brought in to help ease ALL’s identity crisis and give their outbound communications a “family look.” This industrial crane brochure is based on a new design template that not only updates the company’s literature, but also gives ALL’s inside sales staff tools to help close the deal. Because red is ALL’s logo color, using it as background is as much a call to action as the phone number.