Skidding equipment manufacturer Hydra-Slide has rebranded and launched an updated company website.

Developed in collaboration with Chicago-based branding and design firm Thrive Creative, Hydra-Slide said that the branding reflects its company identity and core products, with angled tracks in the design giving a subtle nod to the company’s product portfolio.

The website, according to Hydra-Slide, needed to function in two distinct ways: to provide users with a way to experience the new brand and learn about the company’s various products; and to guide users through a series of digital interactions designed to bring them to a point where they could quickly and easily contact a member of the team to learn more about a specific product.

Janine Smith, vice president at Hydra-Slide, said: “We used this opportunity to reflect on the reason we exist and what we want to provide to the industries we serve — namely safety, simplicity, and good, practical equipment.”