Smiley Monroe unveils new brand identity and expansion plans

L to R: Tim Monroe Marketing Director and Environmental Sustainability Lead, Aimee McCracken, Head of Marketing, Chris Monroe, CEO. (PHOTO: Smiley Monroe)

The Northern Ireland-based company supplies products for the crushing, screening, recycling, and road construction sectors, and to manufacturers including Terex Finlay, Powerscreen, McCloskey, Metso, Sandvik, Keestrack, Komptech, Rubblemaster, Kleemann, Wirtgen, Propel, CDE, Telestack, Edge Innovate and Astec.

The company’s new logo, featuring a geometric design based on the hexagon, references the chemical structure of vulcanised rubber and the hexagonal basalt columns of the Giant’s Causeway. The company, which was founded in 1979, aims to reflect its growth and expansion with updated design.

Aimee McCracken, Head of Marketing at Smiley Monroe, commented on the rebranding, stating that it reflects the company’s roots in Northern Ireland while also signalling its forward-looking ambitions.

Smiley Monroe has expanded its operations in recent years, with new manufacturing plants in India (2013) and Kentucky, USA (2020). In 2022 the company stated that its mission is “to revolutionise belt conveying,” and the rebranding aligns with these ambitions.

The company has also revealed that it is expanding into new sectors, including recycling and agriculture, and that it would increase its network with additional locations in 2025.

Furthermore, the company is preparing to launch an environmental, social, and governance (ESG) strategy called the ‘Giant Leap’, which will focus on sustainability efforts.