The change

Our first collaboration with JCB successfully brought together key 438 strengths, including brand governance, creative thinking, digital design and exceptional service.

Involved right from the outset, we named, branded and populated JCB’s Dealer Marketing Toolbox with materials that can be edited, personalised and downloaded in multiple languages.

This new marketing resource platform has helped to unify the JCB identity across 750 local dealers worldwide as the iconic UK business embarked on a global rebrand.

From emails to films and animations, we work closely with dealers to adapt multi-channel campaign materials and reduce the duplication of efforts across the network by providing the essential support to make their marketing more cohesive and effective.

A person working on a laptop at a desk by a sunlit window. The screen displays the JCB Dealer Marketing Toolbox interface while a dynamic array of marketing collateral—including print posters, equipment photos, logo badges, and yellow machinery icons - floats around the laptop.
A close-up of a person using a laptop on a wooden desk next to a potted plant and coffee cup. The laptop screen displays the login interface for the "JCB Dealer Marketing Toolbox" with fields for email and password against an excavator background image.
A split-screen mockup composition. On the left, a person holds a smartphone displaying a promotional email for the "JCB Dealer Marketing Toolbox" featuring the headline "NO MORE DIGGING FOR DEALER MARKETING." On the right, a user operates a laptop displaying the portal dashboard, which organizes dealer assets into categories such as New Machines, Used Machines, Service, Parts, and Social Media.
A multi-panel mockup demonstrating branded JCB promotional collateral in signature yellow and black. The layout includes a social media feed post on a smartphone, a vertical retractable trade show banner, a folded newspaper ad, and a close-up of a mobile template editor reading "FLEXIBLE TEMPLATES READY TO USE."
A split-screen layout demonstrating the workflow of a marketing portal. On the left, a person browses an online template library on a white tablet. On the right, a large-format printer outputs a bright yellow poster with the pun headline "FOLDING GRASS FORK: JUST IN TINE FOR GRASS SEASON" and JCB branding.
A front-facing shot of two hands holding a black tablet against a neutral light grey background. The screen displays a digital tool titled "FUEL CONSUMPTION" that compares yearly fuel metrics in liters for a JCB 3CX G (13,138 LTR) and a Bell 315SL (13,120 LTR) based on 1,500 hours of use per year.
A close-up of a person holding a tablet displaying a seasonal JCB greeting card that reads "HAPPY HOLIDAYS FROM EVERYONE AT [DEALERSHIP]" featuring a wheel loader clearing snow, set against a warm, out-of-focus background of Christmas tree lights.
An angled close-up of a person holding a tablet device over a light wooden table. The display features a yellow advertisement reading "A BIG TICK FROM JCB" with a prominent white checkmark, subtext promoting certified used equipment, and co-branding logos for Axyom and JCB.
A framed yellow poster mounted on a textured beige wall under soft diagonal sunlight. The poster highlights a JCB 140X excavator with callout indicators labeling individual replacement part savings—such as pivot pins, mirrors, and wipers—under the headline "THE BEST FOR LESS" with a "TOTAL REDUCTION £623" box in the corner.

Client

  • JCB

Deliverables

  • Brand Governance
  • Brand Guidelines
  • Brand Narrative & Storytelling
  • Colleague Engagement
  • Communications Planning
  • Film Production
  • Internal Communications
  • Motion Animation 
  • Multi-channel Campaigns
  • Product & Service marketing
  • Strategic Consultancy

Additional Credits

  • N/A

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