As the newly established PFG America branch of DEUTZ-FAHR embarked on its initiative, the brand and its products faced limited recognition in the United States. To effectively convey the message, it was imperative to thoroughly review and comprehend the product line. The visual communications placed a strong emphasis on showcasing the products and their unique specifications.

Throughout the process, constant communication with local directors, corporate executives, and other stakeholders remained a key aspect, starting from the initial concept and continuing until the project’s completion.

While adhering closely to the high-level guidelines of the global brand standards, a distinct look and feel were developed, tailored specifically to resonate with the US consumer.

A well-established corporate branding guide was available, and adapting it to the PFG America Program required minimal changes. However, with the recognition of the DEUTZ-FAHR brand being reasonably new to the US, the educational aspect of the program had to be prioritized.

After interviewing existing and potential consumers and vendors, the top priority for all materials was promoting product education and emphasizing DEUTZ-FAHR’s long history and remarkable reputation.