For over 120 years, New Holland has been a leader in farming innovation. But years of disjointed marketing had resulted in weak brand awareness and a market share of less than 10%. It was time for something new — so we scrapped everything but the logo and started from scratch.
With a new brand vision and visual style, we created an integrated campaign to cut through the competitive clutter and re-established New Holland as the forward-thinking company it is.
The campaign earned accolades from both the agricultural community and the press, which led to the new branding, initially only intended for North America, being adopted by New Holland Global.
Plus Archive picked up the print campaign — giving my Cornhusker parents something to brag about to their farmer friends.
PRINT + OUTDOOR + IN-STORE + COLLATERAL + DIGITAL + SOCIAL (click to enlarge)