Lovells springs into action with major rebrand for 95th anniversary

Newcastle suspension manufacturer Lovells is celebrating 95 years in business with its biggest rebrand ever and a surprising new brand ambassador – AFL legend Brent “Boomer” Harvey.

The company, which has grown from a modest spring workshop during the Great Depression to become the Southern Hemisphere's largest hot spring coiling plant, unveiled its comprehensive new brand identity on Friday.

Managing Director Simon Crane said the rebrand wasn't just about celebrating the past but positioning the company for the next 95 years.

“We're proud of what we've built over the last 95 years, but we're even more excited about what's next,” Crane said.

The rebrand includes a complete visual overhaul developed by Newcastle agency EngineRoom, incorporating elements from Lovells' origins including the iconic blue coil spring and motorsport-inspired design cues.

But perhaps the most eye-catching element is the appointment of Harvey as brand ambassador. The former North Melbourne footballer holds the AFL record for most career matches with 432 games – a feat that remains unchallenged nearly a decade later.

Harvey will feature in national campaigns and a new content series launching in July, showcasing real-world applications of Lovells products from remote outback journeys to emergency service vehicles.

General Manager Mike Davison said Harvey's reputation for “going the distance” aligned perfectly with the company's values of performance and reliability.

The rebrand also includes a new website developed by Newcastle digital agency Clickk and will roll out across Lovells' 200 points of presence nationwide.

Founded in 1930 by George Lovell, the company now exports to more than 10 countries and employs over 120 Australians. Its suspension systems are used in everything from intercity trains and fire trucks to mining haul trucks and recreational vehicles.

The company continues its motorsport legacy as naming rights sponsor of the 2025 Alpine Rally of East Gippsland in November.

Picture: supplied

Editor’s note: Simon Crane will appear alongside ANCA Group's Martin Ripple and Finisar's Jon Bulman at @AuManufacturing’s Spotlight on Scaling up event on June 25 at UTS. Their panel is titled “It can happen here” and will be moderated by the Australian Industry Group's David Martin. You can find ticketing and other information here.