AMT Business — Case Study | CW Digital Marketing

The client

The assets behind the work.

AMT Business is the asset and rental company of the Magellan Group. It buys and manages vehicles, trailers and equipment, and rents them to the group’s companies and to contractors across Central Florida.

Its promise is simple: reliable assets, ready for the job, with delivery, pickup and maintenance backed by A3.

Visit amtbusinessllc.com →

The challenge

A fiber contractor on paper, a rental company in reality.

The previous site showed colored fiber cables and described services such as project planning, conduit and cable, and underground placing. Contractors looking for a truck or a trailer would never guess that AMT had exactly what they needed.

The site described a business AMT is not
No fleet, no rental terms, no way to request a rental
A logo and colors that did not say “equipment”
No channel for hiring or for B2B inquiries

The first job was strategic: decide what AMT is, and say only that. Everything else, the name, the look and the site, followed from that decision.

The strategy

Say what AMT is, then make it easy to rent.

We rebuilt the positioning around asset rental, then designed a site where a contractor can understand the offer and request a rental in one visit.

Pillar 01

A clear rental offer

A new site organized by how contractors decide: Fleet, Why AMT, How it works, Requirements, About — with a request-a-rental action always in view.

Pillar 02

A new identity

A sharper visual system built from the logo’s own blue and green, clean type, and a navy hero that reads like a reliable fleet.

Pillar 03

Systems behind it

A B2B form that lands in the CRM, and a careers site with an admin area run by HR.

Execution — what you see

The equipment behind the work.

The new hero says what the company does in one line: construction equipment, work trucks and trailers for contractors in Central Florida, with delivery and pickup. Below it, the four reasons contractors choose to rent, and a bar with the contractors and carriers the group works with.

Drag the slider to compare the previous site with the new one.

AMT Business new site — Drag to reveal — old site ↔ new site

AMT Business previous site — Drag to reveal — old site ↔ new site

Blue with a green signal

Deep navy and a working blue carry the brand, with one green accent taken from the logo.

A restrained palette

Three colors built from the logo, so the system stays consistent from site to trucks.

Navy

Blue

Green

Type that reads on a job site

Montserrat for headlines and Inter for body text: clear on a phone, in the sun, from the cab of a truck.

Execution — what you don't

A rental request that reaches the CRM.

Every B2B contact and rental request from the site goes straight into the company CRM, so a request is never lost in an inbox.

An exclusive careers site lets candidates apply for AMT’s open positions, and its admin area is 100% managed by the HR staff.

One hub. Four connected pieces. Nothing falls through.

What it delivers

What changed.

AMT now presents the business it actually runs.

1 offer

Trucks, trailers and equipment, rented by the day or the project

1 form

B2B requests straight into the CRM

100%

Of the careers admin run by HR staff

Live

A new site and identity

The site was selling the wrong business.