Campaign, Identity, Print, Video
John Neerland, Teddy Solberg, Jon Cruikshank
The platform of “It's Gotta Be Gleaner” reflects the brand’s heritage while giving it confidence for the future.
A structured yet dynamic layout system provides a modular approach to content while also being distinctive amongst agricultural equipment brands.
Technical details and imagery highlight the precision of Gleaner equipment.
Photography uses traditional farming imagery — fields, crops, farmers — but adds the mystique of the Gleaner farmer and their lifestyle. Topographic and typographic details add texture while also highlighting product features.