“ProLyft Aetos hoists are designed to meet the increasingly exacting demands of the entertainment market. These fool proof hoists are designed to withstand rigorous transportation and rough handling and can be serviced just about everywhere.”

Heavy equipment always brings a smile on my face. Why? I think it’s just the overwhelming muscular expression of such products. For this product design cues were on the one hand rugged, robust and power, on the other hand careful. The company chose the styling strategy as a distinguishing factor compared to their competitors because they knew that when users have properly styled equipment they will handle it with more care, which will result in a longer life of use. We succeeded in designing a styled product that is strong enough to withstand rough use.