Fulcrum Lifting

Fulcrum Lifting provides customized rigging and lifting solutions to its customers in the construction and manufacturing industries. Fulcrum Lifting was created in February 2016 as the parent company of longtime family-owned rigging companies: Kentuckiana Wire Rope Supply (KWR) and Tri State Wire Rope Supply (TSWR).


KWR and TSWR had been operating as independent companies, although they shared ownership and a number of resources. Knowing they wanted to streamline the two companies into a single entity, company leaders needed to create a corporate brand that could encompass not only their successful experience in the rigging industry, but that could also appeal to a younger audience of customers.


Photonics provided:

  • Strategic rebranding
  • New websites for all three companies
  • Marketing collateral
  • Coordination with outside vendors to ensure projects were completed on time and on budget
  • Sound business counsel during transition phase

New Company Born

During what could be a challenging phase for the company, Photonics has assisted company leaders in gaining a strategic direction with a more contemporary identity. Photonics continues to work with Fulcrum Lifting on all marketing collateral and is collaborating on future marketing efforts.