John Deere

I'd never worked in ag before I started working on John Deere's Frontier Equipment in 2013. Frontier is a brand of more than 600 implements and attachments designed and built by outside manufacturers to fit into the mid-range price point in each category the brand serves. All Frontier products are available exclusively from John Deere dealers. All print work here was art directed by Johnna Hogenkamp.

Without the right implement, your tractor is just an expensive ride to the mailbox.

Frontier products stand up to the pounding you’d expect a tractor implement to handle. You expect any implement to be tough, yet easy to use. You expect them to help make the work go faster and easier. You expect them to not get in the way of success. In general, you expect them to be an extension of you and your tractor, giving you a lot of affordable flexibility to do a lot of jobs. This is true whether you farm for a living, or just have a whole bunch of land you need to maintain.

But with 600 implements, which one is right for you/him/her?

The answer is "we don't know." So here are the :30 and :60 versions of a television commercial that solve the problem. Art direction assistance from Carole Jahn and Johnna Hogenkamp. Shot by Scott Jolley. Edited by Glass Eye Productions.

The incredible value in offering free information that helps your prospects and customers get the job done.

If you didn't grow up farming, or working for a landscaper, or learning to build and manage a BIG garden, then you probably have some questions about how to take care of and enjoy these 10 to 75 or 100 acres you now live on. You're what's known as a Large Property Owner, and in addition to all the implements you could ever need, Frontier will help you learn how to use them and do the job right.

 

Here's an example of an emailed newsletter sent to subscribers to Mother Earth News, Grit, and Hobby Farms magazines who agreed to receive information and offers from those pubs via email. It's designed to introduce Frontier, offer plenty of tips on how to do some seasonal chores, and links to the equipment you'll need to get the job done. Because if all we provide our customerss is equipment, we're just not really offering enough value.

 

You can also find a series of how to videos titled Notes From The Field on the Frontier landing page at BuyFrontier.com. 

Grundfos

Grundfos is the world's largest manufacturer of water pumps. Headquartered in Denmark, it is an incredible company with a tradition of marking the 40th anniversary of any subsidiary by producing a commemorative book of some sort. In 2013, Grundfos USA celebrated theirs. Produced for internal consumption only, the introduction below probably does the best job of describing our idea for this 100-page, hard cover, 10" x 15" book.

 

"This book is inspired by the people who work for Grundfos USA. Between April 1 and June 17, 2013, 54 of them were interviewed about what the company is like, what it’s like to work here and how they feel about that. The content found here is an interpretation of what the writer heard them say, the patterns of insight that revealed themselves as they talked, along with portraits of those who represent the broad spectrum of people who work for Grundfos. The net of it all is pretty simple, which is as it should be. No secrets to success were revealed. No magic formula. There were only the rewards always found in the application of common sense, hard work and belief in opportunity. That’s the essence of what American Spirit − Grundfos Soul means. That’s what this book is about."

 

Designed by Jim Robinson. Photography by Marc Hauser.

Velociti

Velociti can deploy an incredible breadth of technologies across entire enterprises quickly and correctly so its clients can start enjoying the game-changing ROI they seek sooner, rather than later. These sorts of corporate initiatives are always high-budget, and almost always well-planned. Oddly enough, however, not all companies remember to plan for installation before making the technology purchase. No matter. Velociti has, and can, save the day. 

 

Full page newspaper ad originally produced for USA Today. Art direction by Jim Robinson.

The Forefront

The Forefront is a very high-end condominium development in Birmingham, MI, an affluent municipality near Detroit. Offering state-of-the-art amenities like visual recognition of guests before allowing access, unit-wide HDMI video matrix and WiFi, built-in, full unit audio via Bluetooth - you get the idea. In as provocative a way as possible, our strategy was to suggest The Forefront is for those who have the wherewithall to do whatever they please.  

 

Design and art direction by Jim Robinson.

Allied Metals

Allied Metals is a global supplier of high-purity, low carbon steel and stainless steel melt stock. The company desired a complete redesign of their website that would continue to serve current and prospective customers, as well as inform prospective purchasers of the company about their innovation and position in the markets they serve. After in-depth interviews with AM's leaders, I developed a communications strategy and message that underpinned our entire effort: AM is a robust, sophisticated, innovative, leader in its field, well-positioned to take advantage of current conditions and emerging opportunities. 

 

Design and art direction by Jim Robinson.