First Balfour's Plant and Equipment Division (PED) announced today the launch of a new corporate brand identity, name, and tagline. The organization will now be known as T1 Rentals. Among the other changes will be its logo, tagline, social media channels, and website.
"Over the past seven years, we have built a strong reputation for quality service and reliability," said T1 Rentals Head Clarence N. Carlos. "Our market research confirmed that evolving our name was the appropriate strategic move for us. While we wanted to maintain our affinity with First Balfour in the new name, we also wanted to enable opportunities to market the organization for future growth and expansion externally."
Including a new tagline, The Right Way to Make it Happen, the rebranding is part of the organization's strategy to evolve its business and create a foundation for new opportunities. It underwent a strategic reorganization late last year to better leverage its business including the recent acquisition of various additional equipment to complement its fleet and meet its clients' growing requirements. It also opened a hub in Mandaue City, Cebu to participate in the booming construction activity in the region and has plans to open hubs in Batangas and Davao City within the year to further widen its business reach.
In all, the branding embodies an organization that is reinventing itself but is still strongly committed to its solutions provider and customer-centric roots. The new identity not only builds upon PED's history of innovation, technological expertise, and quality customer care but also opens doors to the future.
Since 2012, PED has been steadily climbing up the equipment rental industry by being a pioneer in providing a full range of equipment that includes earth-moving, lifting equipment, industrial equipment rental, and transport equipment rental & hauling solutions through its subsidiary Therma One Transport.
"This is an exciting change for us and marks a strategic pivot in our future direction as an equipment rental provider," said T1 Rentals Marketing Manager Kevin C. Buenaseda. "While our commitment to the existing customers we serve will not change, there is incredible potential to grow. This new branding positions us for new opportunities."
Being still a division of First Balfour, T1 Rentals currently owns nearly 600 units of construction equipment, machinery, and transport vehicles. It has more than 200 competent and experienced operators and mechanics certified by the Association of Carriers & Equipment Lessors and has completed services in more than 20 cities and provinces across the Philippines.