Tractosol Rebranding
This Mexican company specializes in selling agricultural machinery, primarily John Deere. As an official dealer, they offer a wide range of products and services to Mexican farmers.
CROSSFIT
2023 TEAM PROJECT
TRACTOSOL
2022 SOLO PROJECT
//BRAND ANALYSIS
// COMPETITOR RESEARCH
// BRANDING
// VISUAL DESIGN
// BRAND STYLE GUIDE
The brand sought a redesign that better aligned its values and the cutting-edge technology products it offers. The previous logo consisted of an icon representing a path in the field, and the logotype was a catalog-style font.
It was requested a redesign that maintained the brand main concept but with a more refined style. It was also a requirement to keep the green color and to removed the yellow from the logo although it was desired to keep it as a secondary color for the brand.
And lastly, it was important to apply the redesign to the Tractosol Holding or subrands.
The Process
01
Research and Discovery
02
Define Brand Identity
03
Design and Guidelines
04
Brand Application
In collaboration with the client, we started by conducting a brand audit to create a comprehensive brief. This process involved defining the redesign objectives and outlining specific requirements. Furthermore, we explored the brand's mission, vision, values and client gave me information about their target audience and primary competitors.
Client defined key concepts to follow and based on this I developed a brand personality that will serve as a roadmap for the creative process, ensuring that the brand's identity remained consistent throughout.
Project Goals
Research and Discovery
I conducted a comprehensive analysis of the primary competitors, focusing on their visual identity, including logos and communication across their website, social media, and other channels. I also researched secondary competitors to gain a broader understanding of the market. By identifying common visual themes among these brands, I categorized them into distinct visual styles.
Rebrand Primary Challenges
Brand Identity
Utilizing the key concepts established with the client, I created a brand personality that will guide the creative process, ensuring a consistent brand identity. Additionally, by analyzing competitors' visual style categories in relation to these concepts, I crafted three distinct ideas along with their style descriptions, which were presented to the client as a mood board.
Tractosol as a person
"A hard-working farmer who is both grounded and ambitious. They value their heritage and the strength of their team, while always striving for progress and innovation to enhance their work and the lives of those they serve."
Concepts
Design and Guidelines
Based on the research, I developed descriptive concepts and incorporated relevant keywords for each. I started the process by sketching out several isotype concepts. Subsequently, I explored some basic typographic ideas. By including elements specific to each concept while maintaining the brand's essence, I created three distinct proposals for the client to choose.
Logo Design
Based on the research, I developed descriptive concepts and incorporated relevant keywords for each. By including elements specific to each concept while maintaining the brand's essence, I created three distinct proposals for the client to choose. Each concept presented a contrasting approach: one more cautious, other more daring and one in between.
Brand Style Guide
To establish a robust and unified brand, I crafted a tailored Brand Guide. This document outlines the brand strategy and provides guidelines for visual identity, ensuring a consistent application throughout all communication materials. It encompasses various elements, including brand values, brand purpose, brand archetype, logo, isotype, tone of voice, palette and usage, typography, brand textures, printed materials, and more.
Furthermore, the client requested a redesign of their sub-brands align with the new master brand by making adjustments to color and for consistency.
Printed materials
