“I want something that does battle with the dirt.”
UK company JCB is the largest manufacturer of backhoe diggers in the world. However, poor performance in the US market drove them to look to SCAD for help in revitalizing their brand image. Working in a team of seven, we conducted research into the perception of the JCB brand in the US market. We then created a new look and new brand image for JCB based on our findings.
We presented our design to John Patterson, Chairman of JCB, at their North American headquarters in Savannah, GA. The design was chosen for worldwide production in 2010.
“I want something that does battle with the dirt.”