As part of a brand milestone initiative, I led art direction, concept development, and content creation to commemorate 25 years of Versatile manufacturing MFWD (Mechanical Front-Wheel Drive) tractors. This project was aimed at enhancing brand identity and awareness among attendees at major agricultural tradeshows across North America. Responsibilities included coordinating the creative direction, managing print media placements, and overseeing the budget for the anniversary campaign.
The campaign's creative highlight was a special edition paint scheme developed for the MFWD tractor series. Multiple concepts were explored to reflect the durability, legacy, and innovation behind the Versatile brand. While only two collector-edition tractors were manufactured and displayed at trade events, they played a key role in driving engagement and discussion among industry professionals and enthusiasts.
Though there was no formal call-to-action, the limited availability and striking visual presentation of the tractors generated organic interest and excitement. The effectiveness of the campaign was tracked through the successful sale of both tractors post-showcase, providing a tangible indicator of demand and the emotional connection the brand was able to foster through design.
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