Leading global agricultural technology and equipment company, Case IH, had the products, solutions and human resourcing to deliver a complete customer solution. This winning combination meant the company had grown to become one of the industry’s leading brands.

What was missing, however, was a marketing look that aligned the brand’s leadership position as an innovator, reimagining the agricultural sector. Increasingly, customers are seeking out technology and innovation, and Case IH needed to better communicate that it had these attributes.

I.M.A was awarded the project following a competitive pitch that involving a selection of the brand’s agencies from across the globe. Using our deep understanding of the Case IH business as their long-term creative agency, as well our extensive exposure to the broader agricultural sector, we developed a new ‘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.

The positioning sought to build on Case IH’s strong legacy of innovation and challenging the status quo, and portray a cutting-edge image across our marketing, branding, product style and other areas of our business.

Reinforcing CASE IH’s brand values formed an important component of our new design, leading to the development of a more contemporary look to convey the innovative technology, power and connectivity of the equipment.

The Candy Apple Badge look and feel was a bold statement, reminiscent of premium consumer vehicle brands, reflecting the high badge value that the Case IH brand holds for farmers.

The work undertaken included creative strategy and concept creation, brand guidelines development, full literature update, launch campaign for internal and external stakeholders, digital and video. This was then rolled out across five global regions and in 16 languages.