Cub Cadet Brand Work
Cub Cadet is the category leader in innovation, user-centric design and outdoor power-equipment passion. The following case study is a brief overview of years of work spanning brand identity, advertising, and cultural expressions, all with the objective of helping Cub Cadet challenge category giants and elevate them in the eyes of the yard-passionate.
Detailed project-based case studies are linked throughout or are available upon request.
Brand design is product design is brand design
Often times brand design systems are created primarily with traditional identity and advertising communications in mind. But being confined to that mindset sells the real power of design short. With Cub Cadet, our team had the chance expand their human-centric approach to product design into a truly comprehensive brand system. We crafted their digital ecosystems, experiences at every step along the the purchase and post-purchase journey, and applied strategic usability expressions across mediums and audiences.
Flexing the brand for distinct audiences
Not all brands enjoy the simplicity that comes with a monolithic mindset for their products and audience. For Cub Cadet, reentering the professional market with a new lineup of innovation-focused products meant bucking the stereotypes of their residential-centric cultural cache and dialing up their position as a disruptor in the professional category.
Sharing a culture of passion.
It's common for brands beat their own chests and expect consumers to love them for it. We worked with Cub Cadet to go beyond that through actions that were unexpected yet relevant, exciting and conversation worthy for the consumers we want.
- Credits:
- Created at — 10 Thousand Design / Colle McVoy
- Designers — Paul Hudachek / Anna Stark / Ben Hait
- Writers — Danny Walsh / Zachary DeBlay / Teddy Solberg
- Group Creative Director — John Neerland
- Group Interactive & Experience Design Director — Patrick Anders