My firm was brought in by Solectrac due to my long-standing relationship with the incoming President, who was the former President of Mahindra North America. Solectrac’s founder was an EV car guy in the early days, who shifted to pioneering electric technology in tractors one day while he was working on his small homestead in California. Solectrac had already sold some tractors in the U.S., but had no equity or solid brand footing in the market—and all the while they were improving on their first model and getting ready to launch a compact tractor to compete with Deere, Kubota, et al. They had also recently been bought by Ideanomics, an EV parent company with existing businesses in the EV world. Our charge was to get their brand polished and ready, and create a campaign to launch them in the market, and they would take over—with an existing design team on staff at Ideanomics.
Work included:
• Research & Discovery
• Strategy, Brand Thematic & Messaging
• Photo & Video Planning, Shooting & Production
• Website Design / Development
• Campaign Design & Visual Identity
• Print & Digital Ad Design
• HQ Environmental Graphics / Interior Branding
The Pioneers in Electric Tractor Technology Launch the First Compact in the U.S.
Solectrac Manifesto
