Lemberg successfully rebrands Joy Global to Komatsu, delivers on tight timeline within tight quarters  

Background and Goals

Joy Global is a $3.2 billion international leader in high-productivity mining machinery and services with a history that dates back to 1884.  The company manufactures and services equipment and parts used in underground and surface mining, as well as material handling systems and components.

In April of 2017, Joy Global was acquired by Komatsu Ltd. and renamed Komatsu Mining Corp. As a result, the company headquarters off National Avenue in Milwaukee, Wisconsin required new brand signage.  Komatsu executives hired Lemberg Signs to install new signage in time for the media announcement of the acquisition. There was less than one week to arrange for the change out of a new monument sign off National, a large 18-foot by 70-foot sign facing west, an 8-foot by 30-foot sign, multiple secondary signs, and even rebranding of the legendary shovel that marks the corner of National and Miller Park Way.

This was the second time Joy Global looked to Lemberg for sign solutions. Lemberg served Joy Global when it acquired P&H Mining.

"[Lemberg's] high level of attention and competence, coupled with great personable service sets this team apart." -- Komatsu executive 

Lemberg transitions Joy Global location on Miller Park Way to Komatsu with the installaton of 30' lettering.


Several challenges were present at the onset of this project: the age of the building, the size of the signage, the short timeline, and the fact that this location was an active work site. Lemberg met with Joy Global/Komatsu executives to map out the scope of work.

The age of the buildings triggered an asbestos abatement to secure the safety of the site.  Lemberg had this coordinated within three days. Multiple safety procedures were put into place to accomplish the large-scale change out of signage.  Clear communication channels, imperative to the success of the project, were arranged.

Because the site was bound by buildings and city streets, Lemberg professionals devised a working plan for the safe movement of signs and equipment within the boundaries.


The extremely tight timeline was met and Komatsu successfully revealed the new brand at the Milwaukee Joy Global site. The success of this project is attributed to open communications, smart forethought, technical expertise and experience of the project team. Their ability to step back at the onset of a project, see the big picture, identify points that could upend a project, and prepare in advance were critical to the success.


The Milwaukee Komatsu location is a landmark in the Miller Park area. The professionals at Lemberg delivered a complete project on time and within budget, allowing the Komatsu/Joy Global team to make their merger publicly known against the backdrop of the new branding.  Resting on the shoulders of the existing relationship between Joy Global and Lemberg, Komatsu can also rely upon Lemberg for sign services of any kind and any timeline.