Logging is more than a job. It’s a lifestyle. The Landing is crafted to connect with loggers on their terms.
While there are still product ads and messages to customers from management, The Landing breaks with conventional industrial dealer magazines by going with a format driven by feature stories rather than one that’s cover-to-cover machines.
Our goal remains to style each story in a way that’s reflective of our experience on the ground with each customer. Photography creates the visual foundation while smart editorial Illustrations are mixed in to further the concept or serve as a change of pace.
The storytelling dives into the experiences of John Deere customers while also giving the readers a look into their lives outside of work. Collectively, this demonstrates a clear understanding of who they are as people as much as what they do for a living.
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.