Re-Imagining Electric Power
Vehicle Graphic Design
Brief
New Holland are one of the world’s leading machinery & equipment producers. Over several years, the iconic company has begun to electrify their tractors, excavators and other agricultural and construction machines.
With many of their competitors following suit, the organisation wanted to take a lead in terms of brand presentation.
We were asked to produce a ‘fresh and different take’ in communicating cutting-edge ‘electric propulsion.’
The creative work produced would be shown at the annual Agritechnica Show, in Hanover Germany.
Solutions
We assisted in the following ways…
Rethinking Electric Propulsion
We moved away from traditional electric ‘styling’ to more cutting-edge themes inspired by electrical circuitry, lightning strikes and (the selected option) ‘high-velocity storms.’ Our ‘theme-generation’ processes gave a much richer variety of visual styles to explore.
Creating a Bold Visual Identity
In close collaboration with both New Holland and CNH Industrial’s own design teams, we crafted the new, powerful and bold visual direction inspired by ‘rain storms.’ This direction beautifully mimicked the exceptional levels of torque produced by ‘electrification.’
“THE LOFT prepared a fantastic presentation with multiple proposals. Their work allowed New Holland to win a Design Award with the striking & innovating Graphic Design. I have known Founder Benedetto for many years now and can recommend him as a very dependable person and a designer that always goes beyond to create the best possible results for his clients.”
David Wilkie, Head of Industrial Design, CNH Industrial
‘Electric Blue’
‘Electric Blue’ was chosen as the main brand colour. It was chosen, both, for its potency and also, as it already represented the New Holland ‘Construction’ brand.
Additional Conceptual Explorations
As part of the exploration phase, many additional concepts were created. These directions played a critical part in the development of the final outcome.
Show Stars
The results of this creative work was demonstrated on the New Holland W40X Tractor and E25X Excavator. Both machines wore the new livery well, drawing significant attention at Agritechnica and a number of other shows across the world.
Award Winner
This work was awarded a prestigious Chicago Good Design Award for Transportation in December 2024 >>>>>
Results
Our collaboration delivered truly exceptional results.
– The hosting of two of the show’s undoubted stars, at Agritechnica 2023.
– Outstanding brand recognition for New Holland.
– The Bolstering of New Holland’s reputation, globally, as a true technology leader.
– Access to new options creatively for both the New Holland and CNH Industrial’s brand, marketing and creative teams.
Other Projects
Drink Baotic, Engineering ‘Wow-Factor’
ADNH Compass, Rapid Retail Launch