CASE construction — “Born Determined”
Heavy equipment marketing can be a race to the bottom on specs, horsepower, and financing rates.
To distinguish our brand, we leveraged a simple truth: A contractor's identity is directly connected to his or her work ethic. They don't just buy machines; they buy tools that match their personal grit.
We thought a human face was more interesting than a product shot and built a brand platform that treats heavy machinery as an extension of the human spirit. The idea was to connect the character of the equipment with the character of the independent business owners that operate it.
“Born Determined” is about the people as much as the machines.
Concept & Copy: Ray Johnson Art Direction & Design: Butch Liebscher