Project: Never Be Outworked

Cushman

Green Industry
Deliverables
Advertising, Architecture, Audience Identity, Content, Customer Experience, Data & Analytics, Identity, Motion Studio, Personality, Product Launch, Research & Trends, UX/UI, Websites

A BRAND OVERHAUL FOR OVERACHIEVERS

Over 10 years between brand refreshes, Cushman’s landscape changed considerably. Younger customers now populated the market, the competition upped its capabilities and the popularity of electric vehicles grew tremendously. In other words: we had some serious work to do. So we rolled up our sleeves, dug into the data, and created a plan for a brand update fit for an updated green industry. From a rebrand to a revamped website, we gave Cushman new energy and a new way of owning its position as the trusted and sustainable choice for golf courses, groundskeeping, maintenance and warehouse fleets.

GROUNDED IN GRIT

Cushman builds some of the longest-lasting, most dependable vehicles in their market, but they don’t stop there. The new brand focused on how the vehicle manufacturer pushes the envelope through sustainable technology, feature-rich design and unparalleled service — all to meet the exacting standards of the people who use their vehicles every day.

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THE (RE)BRAND IS STRONG

After sifting through demographic data, competitive insights and customer interviews, we charted the brand’s path forward. Building on a legacy of long-lasting, dependable vehicles, Cushman’s new brand would push the envelope further: unmatched sustainability; better-riding, better-looking vehicles; and unparalleled customer service — all to meet customers’ exacting standards. We wrapped it all up into a confident brand and concise tagline.

EXTREME HOMEPAGE MAKEOVER

The new Cushman.com is worth its weight in bold. Its front end features a brawnier, more dynamic look to show off the new brand while a truckload of user-friendly features like audience toggling, a buyer’s guide and a vehicle builder are the meat of the site.

cushman.com

Cushman Never Be Outworked Desktop Website

START THE LAUNCH SEQUENCE

After completing the brand guide, we had the perfect opportunity to bring the brand to life. To show off some of Cushman’s latest electric vehicles, our team scripted and produced videos to unveil the new brand and highlight Cushman’s latest golf and commercial vehicles.

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