Most equate John Deere with tractors or dozers. But the company’s engines are highly regarded with OEMs. We worked with the John Deere Power Systems division to capitalize on the team’s exposure of its booth at CONEXPO, the largest construction trade show in North America.
For starters, we helped our client apply a new and evolving brand expression to this business unit. At the core of the communications, we wanted to convey a clear expertise in engines. But it couldn’t be the sole focus. We had to give the OEMs their due.
Knowing we’d have to speak to a wide range of industries and players of all sizes, we utilized every surface available in the trade show booth to communicate how a John Deere engine helps you Thrive On Inner Strength. The result? A customer experience that allowed guests to explore the booth on their terms, and envision a partnership to build upon.
Bill Bollman is FUEL’s Creative Director. Before co-founding FUEL in 2001, he worked for Horizon Communications, JW Morton and Basler Design Group. Bill studied Illustration at Hawkeye Tech in Waterloo, Iowa. An expert in the “old ways” of hands-on print production, these skills influence his work in the digital world to this day. His work throughout his career has been featured in international publications including Graphis, How International Design, Communication Arts, and The One Book as well as numerous design annuals and reference books.