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New Holland
Global brand evolution, strategy, identity and messaging to modernise New Holland while preserving its heritage.
New Holland is a global agricultural machinery brand supplying tractors, harvesters and other equipment to farmers and dealers around the world. With a long-established heritage and a highly recognisable identity, the brand needed to evolve for a more accessible, consistent and digital-first future. We helped shape that evolution through stakeholder workshops, brand strategy, messaging and a refreshed identity designed for global use.
Why did New Holland need to evolve its global brand?
New Holland is one of the world’s most recognised agricultural brands, but its visual identity had become dated and increasingly used inconsistently across global communications. Additional product logos and icons were weakening the consistency of the masterbrand, while the identity needed to become more accessible, approachable and suited to modern digital applications. The challenge was to evolve the brand without losing the heritage and recognition it had built with agricultural communities worldwide over generations.
How did we develop a global brand strategy with New Holland's stakeholders?
Our proposed strategic workshop approach, and how its findings would inform the brand’s evolution, played a vital role in our delivery of the project. We travelled to New Holland’s headquarters in Jesi, Italy, to lead a two-day workshop with more than 15 senior stakeholders from across the business. Through exercises such as challenging dominant logic, roleplay, exploring future aspirations, reviewing peers and competitors, and examining brand strategy, we challenged established thinking and explored opportunities for the brand’s future direction. A key finding was the significant equity in New Holland’s iconic leaf, which had become less prominent through previous identity changes. Building on this insight, we evolved the logo into a simpler, flatter and more approachable identity that retained its heritage. We also developed the customer-focused brand promise ‘New Holland is… with you season after season’, designed to work across more than 50 languages. We brought everything together in comprehensive brand and messaging toolkits, including application examples, adaptable templates and clear guidance for global teams.
What did the New Holland brand evolution achieve?
The evolved identity launched at Agritechnica in November 2023, followed by a global rollout in March 2024 led by New Holland’s communications team. Our work established the strategic, visual and messaging foundations for a more consistent international brand, supported by practical toolkits for regional application. By strengthening the iconic leaf, we also reinforced New Holland’s existing brand equity, creating a recognisable symbol capable of standing independently of the brand name within its agricultural community.