New brand presence for Iseki, a respected expert in landscape maintenance and path technology

Iseki, a company with Japanese roots, has established itself successfully in Europe: for 50 years now, the technology expert has been selling products for landscape maintenance and path technology and adapting them precisely to the needs of each customer. With its unique solutions, Iseki differs significantly from the competition – a new brand presence is meant to communicate this special characteristic, both internally and externally, with the right strategy and a suitable design.

A visual language derived from maps is used as a specific key visual. In a recurring pattern, the topography symbolically depicts the areas of application in which the products of the respected technology expert are used.

The individual visual language is complemented by its own imagery and iconic typography, with the aim of clearly communicating the brand core outwards in the form of a visual metaphor: with our comprehensive know-how, we tailor solutions and thus offer highly professional products for landscape maintenance and path technology.

For communication activities at the Poland location, a seal is designed that emphasises the manufacture of the tractors in Japan. In addition to the depiction of Japanese characters, Iseki's long experience and tradition are underlined by the year of foundation. A consistent look is ensured by different font weights and by taking up the inverted typography typical of the brochures.

Business media in the Corporate Design are particularly user-friendly and also have a high recognition value.

Whether to get in touch, find a dealer or learn about specific products – a revision of the company website promises users simple operation and makes Iseki's essential characteristics appropriately clear on the digital level too.

A detailed concept for the digital presence ensures that every aspect, however small, is considered during planning.

A well-thought-out information architecture first serves as the basis for wireframes. These are then filled with content and brought into line with the design. The user always remains the focus.

The new website speaks the new brand language in terms of both design and wording: a successful mix of seriousness and informality presents Iseki as a partner that is as reliable as it is friendly and gives customers and dealers the feeling of being in good hands. This way, they easily find all the information they need online and can always contact Iseki directly if they have any questions.

Dealers of Iseki products can file individual brochures into a matching ring binder as needed, so that all information is compiled individually and always at hand. This solution is also economically advantageous, as when the range is updated, only content needs to be replaced or added.

The range of tractors, mowers and attachments is extremely diverse, so a well-thought-out brochure concept is needed: each product category gets its own edition, so that the user keeps an overview.

The product architecture is developed beforehand, piece by piece. As a result, all Iseki products can from now on be assigned logically and comprehensibly.

The flexible design concept can be applied to every individual print medium and is also the authoritative set of rules on the digital channels.

Advertisements in various formats and with different motifs stand out for their tidiness. In addition to the clear design, they also stand out from the crowd through the striking Iseki blue and are therefore quickly recognisable.

A consistent packaging concept is developed for the service kit and the tractor model kit available in the promotional items shop.

To inform all employees about the outcome of the process, we give a presentation in Iseki's production hall explaining the strategy and the new Corporate Design. In addition to the derivation of the new brand identity, the business stationery, the new brochure concept, the website, the employee clothing and the trade fair concept are also presented.

Iseki appears in its new design for the first time at GaLaBau, the best-known trade fair in the industry. Visitors will find a stand where the products are skilfully staged and where the employees also present themselves with pride.

From product placement and clothing to the trade fair film – Iseki's stand consistently follows the design guidelines and thus offers a perfect insight into the brand world.