What is Brand Architecture?July 14, 2021
Brand architecture describes the way sub brands sit in relation to the parent brand within the broader organisation, their relationship to one and other and are used together.
Case IH launches new brand identity with IMA
Work undertaken: Creative strategy and concept creation, brand guidelines development, full literature update, launch campaign for internal and external stakeholders, digital and video.
Leading global agricultural technology and equipment company, Case IH, sought a new marketing ‘look and feel’ that aligned more strongly with its brand position: to enable optimal productivity by providing innovative solutions specifically designed for the professional producer.
Although the company had the products, solutions and human resourcing to deliver its objectives, a missing ingredient was a marketing look that aligned the brand’s leadership position as an innovator that was reimagining the agricultural industry.
IMA won the project following a competitive pitch process involving a selection of the brand’s agencies from across the globe, with the resultant work now being rolled-out across five global regions and in 16 languages. The scope of work included creative strategy and concept creation, developing brand guidelines, updating all existing literature and devising a launch campaign for internal and external stakeholders that could be actioned through both online and offline applications.
Head of Global Marketing for Case IH, Kurt Coffey, acknowledged that it was an exciting time for the brand with many opportunities ready to be capitalised on.
“It’s great being part of Case IH at present – we’re building on our strong legacy of innovation and challenging the status quo. Our brand is evolving to capture and portray a cutting-edge image across our marketing look and feel, branding, product style and other areas of our business,” Kurt said.
“Our brand values form an important component of our new design and we aspired to have a contemporary look that better conveyed the progress, technology, power and connectivity of our equipment. As an agency partner, IMA was able to bring our brand identity and essence to life in a powerful and authentic way.”
Case IH Global Brand Marketing Manager, Sergio Gil, said that IMA’s experience in the agricultural and capital equipment industries came to the fore in developing and executing the campaign.
“We were excited to partner with IMA and work together to develop our new look and feel,” Sergio said.
“IMA has a deep understanding of our business and the broader agricultural sector and was able to take the creative to a whole new level.”
Spearheading the design and positioning elements of the successful Case IH campaign was IMA Creative Director, Andrew Bex, and a close-knit team of IMA designers, all of who were excited at having worked on this major project for Case IH.
“We’re thrilled to have played such a significant role in the evolution of this iconic global ag powerhouse,” Andrew said.
“The new Candy Apple Badge look and feel is a bold statement reminiscent of a premium consumer vehicle brand, reflecting the high badge value that the Case IH brand holds for farmers.
“Our creative has been put through rigorous testing across global regions, and to see it now come to market is an exciting thing.”
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