The Brief
Working with brand implementation specialists GLIMMA, we were asked to create an impactful, multi-brand dealership signage concept that would be modular, functional, simple and cost-effective for AGCO, a global leader in agricultural equipment. As an umbrella brand that owns Fendt, Valtra and Massey Ferguson, it was imperative that any multi-brand signage concept gave equal weighting to each brand whilst being applied to a wide variety of building types and standards across the world.
Design Approach
Following an audit and benchmarking process we developed concepts around the principles of simplicity, modularity, functionality and visibility, and with the flexibility to expand from mandatory minimums to premium applications. These concepts were developed along with the heads of each brand and AGCO into a signage system that created the brand continuity and impact required.
Due to the success of the multi-brand project, two of the individual brands approached us to develop their own signage and interior systems for their standalone brand sites. The requirement was to develop their own distinct looks whilst retaining the link to the overall multi-brand concept. This was achieved primarily through materiality, colour and shape.
The Outcome
As a long term, large scale implementation strategy, AGCO continues to roll out the new signage designs globally for both existing and new locations, creating far greater brand distinction as it does so.
Glimma developed an in-depth online portal for dealers to be able to select, size, order and implement the new signage elements, simplifying and improving the entire process from start to finish for both the AGCO brand reps and dealers.
