Evolving the
CASE Construction Equipment Brand
Though CASE is a global company, a unified global brand look wasn't established until 2015. While the new system provided building blocks to help enable brand consistency, several elements also proved limiting in practice.
For CONEXPO-CON/AGG 2020, North America’s largest construction industry trade show, we were given freedom to stretch the brand. One visual approach I developed was so well received by CASE North America, that it was proposed and approved to be CASE Global’s latest brand evolution.
Turning an Approach into Guidelines
The new approach did several things:
Incorporated more white space
Simplified imagery (while still providing options)
Streamlined layouts
Moved the CASE logo to the upper right corner for more prominence and better balance with other logos
Evolved the “Power Bar” — a thick orange stripe that was typically used to contain body copy — into a sleeker design element
Offered more options for text placement
With CASE Global’s approval (along with a very tight timeline and even tighter budget), I began developing new brand guidelines. Leadership wanted to allow flexibility for regions to adapt the guidelines to best suit their unique locations and needs.
Since the regions vary greatly on their visual preferences, creative resources, and how they prefer to communicate, I needed to provide options for layout, imagery, and type treatment. I also created an underlying grid structure to help with alignment, and I simplified or added copy where needed.
During this process, I had to establish many of the new guidelines and create new visual examples including:
Brochures
Print ads
Digital banners
E-blasts
Social Media
The new global brand guidelines were released in January 2021. I also created a pared down and adapted version for CASE North American dealers, which released in January 2022.
Along with the new branding rollout, CASE wanted a new brand video. Below are three concepts I proposed. I also built the presentation deck, ensuring each concept had slides explaining the idea, tone, visual approach, how we would tie in the brand’s attributes, production notes, and why the concept works. The client chose a teammate’s concept, and I developed the intro as well as helped art direct the video’s flow.
CASE Brand Video
