Re-Imagining Electric Power
Vehicle Branding
Brief
New Holland are one of the world’s leading machinery & equipment producers. Over several years, the iconic brand has begun to introduce electrical power to many of their agricultural and construction machines.
With many of New Holland’s competitors also electrifying their range, and with the brand’s wanting to uphold their reputation as a true global brand leader, we were asked to produce ‘a fresh and different take’ on how to present ‘electric propulsion.’
The creative work produced, would be forecast at the annual Agritchnica Show in Hanover Germany and also form a part of ‘parent company’ CNH Industrial Group’s wider marketing efforts for ‘electric propulsion’ moving forward.
Results
The project delivered outstanding results, both for New Holland and CNH Industrial. They included…
– The continuation of New Holland’s reputation globally, as one of the foremost and technologically-advanced brands in the sector.
– Access to a new, exceptionally bold, and widely acclaimed, visual direction for ‘electric propulsion.’ Both for New Holland and CNH Industrial brand, marketing and creative teams.
– Universal praise and strong acclaim for New Holland at Agritechnica 2023.
– The receiving of a prestigious ‘Chicago Good Design Award for Transportation’ in 2024.
Services Used
Brand Strategy | Creative Strategy | Creative Direction | Creative Services Management | Branding | Graphic Design | Design for Print
How This Was Achieved…
We significantly re-considered how to present ‘electrification,’ moving away from existing industry styling cues to more adventurous themes inspired by electric circuit-boards, lightning strikes and high-velocity storms. The highlights of our work together includes…
‘High-Velocity Fragmentation’
The creation of a new visual theme that could lead, not just in the agriculture/construction space, but across wider transport and automotive sectors was developed.
(Although it may be a bit of a mouthful,) the ‘high-velocity fragmentation’ livery was based on powerful storms and created a completely conceptual and new interpretation of electric power.
Concept Machines: New Holland W40X Tractor and E25X Excavator
The New Holland W40X Tractor and E25X Excavator were selected as the first ambassadors of this new identity. Both machines were unveiled at Agritechnica 2023 in Hanover, Germany. The models drew significant attention and reinforced New Holland’s leadership in the category.
New Holland Construction ‘Electric Blue’
‘Electric Blue’ was chosen for its potency, clarity and brand alignment with the ‘New Holland Construction’ brand.
Conceptual Explorations
Many additional concepts were created as part of the exploration phase (These directions cannot be shown as part of this case study but played a critical part in shaping the final outcome.)
Award Winner
As mentioned, the design work for this project was awarded a prestigious Chicago Good Design Award for Transportation in December 2024 >>>>>