A ‘Fresh Take’ on Electric
Brand Direction
Brand Strategy
Creative Direction
Graphic Design
Design For Print
New Holland are one of the world’s leading machinery & equipment producers, and a name that requires no introduction. The iconic brand has begun to introduce electrical power to many of their agricultural and construction machines, with small styling cues used to differentiate the alternative power system.
We were asked to produce ‘a fresh take’ on how the organisation could present ‘electrification,’ to their customers, on their machines and as part of the company’s wider marketing efforts.
We were able to achieve this by…
Crafting an Innovative Visual Theme
The introduction of a bold ‘high-velocity, fragmentation’ visual theme was a completely new and unique take on ‘electrical power.’ Both for agricultural/construction machines and also within the wider automotive/transport industry.
Selecting The Electric Blue Colour Scheme
Electric blue was selected, both, for its suitability to the project as well as it being representative of New Holland’s Construction brand.
Producing Two Concept Machines
The final visual identity was displayed as concept liveries on New Holland’s W40X Tractor and E25X Excavator machines. Both shown at the 2023 Agritechnica show in Hanover, Germany.
Experimenting with a Wide Number of Concept Directions
There were many alternative concepts and further designs produced as part of this exercise. Unfortunately, these cannot be shown in this case-study.
Results
The results of this outstanding project were incredibly positive, they included…
– The creation of a new ‘electrification’ visual framework for New Holland.
– A breadth of new styling options available to both New Holland’s design & marketing teams.
– The widespread acclaim received by both concept machines at Agritechnica 2023.
– Further enhancement of the New Holland brand globally.
This work was also awarded a prestigious Chicago Good Design Award for Transportation in December 2024 >>>>>
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