Rebranding of farm machinery sales & service company: strategy, corporate identity, communication
Technical Company (TC) "Manitou" specialized in sales and service of agricultural machinery. A lack of clear service standards, situational communication and outdated brand identity hindered business growth. Business owners realized that it is time for changes in the company
The owners of TC "Manitou" approached us because they felt a slowdown in dynamics of their business growth. During strategic sessions we identified several key problems of the company, such as lack of official dealership from manufacturers of agricultural machinery, non-systemic approach to customer service and outdated image of the brand
Interviews with customers and employees of TC "Manitou" let us know that the Ukrainian farmers do not trust the local brands, preferring Western. We proposed to position the company as a European expert on agricultural engineering. New name HIGH FIELD delivers to consumers European service standards and ambitions of the brand; brand slogan "Understand. Act. Care" promises attentive attitude to clients on all stages of cooperation.
New corporate identity highlighted company’s expertise and stood out against archaic, similar to each other agro “joints” of Ukraine. In addition we trained company’s staff to develop skills of employees for improvement of their work with farms
Strategy: Gleb Petrov
Art Direction: Vladimir Strashkov
Design: Maria Kotemako, Tatyana Avramenko, Olga Zhavoronkova