The brief
Create a distinctive brand position for Gason within the crowded Australian ag equipment market, for greater cut through and stronger brand recognition. Growers that use Gason gear love it, so we wanted to share that understanding more broadly.
The approach
Based on grower feedback and Gason’s own commitment to quality, we worked to capture the company’s reputation as fourth-generation Australian owned machinery manufacturer that designs and makes robust equipment that performs year after year in Australian conditions.
We had to do that simply, developing the brand position Strong. Lifelong.
This was paired with the distinctive blue paint colour used on all Gason equipment for a creative execution with cut through.
Outcome
The new look is being rolled out across all marketing communications and digital assets through the 2024 season, with great feedback to date.
