In today’s business climate, John Deere’s customers demand proof points. Sustainability is a top-of-mind initiative for this multinational corporation and this report would bring to light the great work the company is doing on several fronts on behalf of customers, employees, dealers, suppliers, shareholders, and communities around the globe. Secondarily, it needed to demonstrate that Deere views Sustainability in many ways beyond Environmental.
The ornate detail of layered cut paper inspired the illustrations and iconography used throughout the report. We also introduced the use of a gradient – yellow to green – to communicate a sense of movement and energy through color.
For photography, FUEL art directed and captured lifestyle imagery in multiple locations. The catalog of images would emphasize humanity and reinforce the notion that while the company sells machines and technology, it’s done in service of people.
FUEL helped the client develop a series of snackable content suited for social media. Leveraging attention-grabbing motion graphics, the series of posts taught key points about John Deere’s initiatives.
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.