ValtraDesigning a strategy-driven brand renewal for the global market
Valtra updated its strategy at the beginning of 2020. Together with the update, Valtra also needed to renew its brand identity to align with the new strategic goals. A new generation of Valtra tractors, as well as a new model range, the G Series, were launched virtually in the autumn of 2020. This virtual launch provided an excellent opportunity to reveal the new brand identity. An important goal of the renewal was to standardize the Valtra brand identity in the Brazilian market.
Solution
At the heart of Valtra’s work is a straightforward approach, which aims to make their customers’ work easier, smoother and more efficient. This One-step-less philosophy, along with clearly defined customer needs, also served as the driving force behind the brand renewal.
During the design work, we crystallized the key features of the Valtra brand and redesigned the visual and communications identity to match the updated strategy. The visual symbol of the renewed brand is a graphic element, which illustrates Valtra’s way of doing things – the Valtra Streamline. The element takes its inspiration from Valtra’s straightforward manner of taking things’ shape from the design language on the front of Valtra tractors and the V in the Valtra logo.
In Brazil, Valtra machines are yellow. The new visual identity is in use also in the Brazil market, but with yellow coloring.
Actions
Designing the brand identity was based on the vision, mission and strategy of Valtra. It included, for example, a full communications identity (incl. brand story, brand essence, brand attributes and tone of voice) and both the creation and exemplification of a new visual identity.
All Valtra’s marketing, sales and corporate communications materials and tools will be updated according to the new brand identity guidelines. In order to make the identity renewal a success, it was important to introduce and implement these new guidelines in everything Valtra does, in all market areas. To make this easier, we designed and produced guidelines with examples, and updated the digital tools needed for the changes.
The new generation of Valtra tractors and the renewed brand identity were introduced at the international virtual launch
Results
The new generation of Valtra tractors and the renewed brand identity were introduced at the international virtual launch of the new Valtra G-Series at the end of August 2020. The launch concept “Experience the simplicity of Genius” was also designed by ILME and it illustrates the possibilities of digitalization and the benefits that tractor owners and operators can get by using Valtra’s Smart Farming technology.
The project is a perfect example of how the trust and understanding gained in long customer partnerships directly translates into creativity and new beginnings.
Designing Valtra’s brand identity was an intensive effort of a small team. Different ideas were explored without hesitation and in close cooperation with the customer. The project is a perfect example of how the trust and understanding gained in long customer partnerships directly translate into creativity and new beginnings.
Anna Valkonen, Creative strategist, ILME
Valtra Oy Ab
Valtra is a global brand of AGCO. Valtra Inc. develops, manufactures, markets and services Valtra tractors. Valtra tractors are known for their Nordic roots and their ease of use, reliability and versatility. Each Valtra tractor is specially designed to meet the needs of an individual customer. Valtra’s plants are located in Suolahti and Brazil, and Valtra’s machines are sold in over 75 countries.
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