John Deere Power Systems
Brand strategy / Brand expression / Photography / Trade Show Booth
Sparking Conversation
The Brief
Can a trade show booth start more meaningful exchanges?
The Opportunity

Most equate John Deere with tractors or dozers. But the company’s engines are highly regarded with OEMs. We worked with the John Deere Power Systems division to capitalize on the team’s exposure of its trade show booth at CONEXPO, the largest construction show in North America. The client needed a customer experience that allowed guests to explore the booth on their terms, and envision a partnership to build upon.

Brand Strategy

For starters, we helped our client apply a new and evolving brand expression to this business unit. At the core of the communications, we wanted to convey a clear expertise in engines. But it couldn’t be the sole focus. We had to give the OEMs their due. It was brought to life in an engaging reel that played on loop on monitors inside the booth.

As part of the design process, FUEL assembled a mood board to gather and organize bits of visual reference and inspiration. This stage of the process is used to give clients a peek at where the designer’s heads are at and weigh in on direction.

John Deere Power Systems mood board on iPad

Brand Expression

Leveraging established corporate typography and color palettes, FUEL brought new thinking to the use of illustration and photography as the brand expression took shape. As for voice and tone, a new tagline provided the launch point for it all.

Thrive on
Inner Strength.


FUEL art directed a series of stunning portraits and in-action shots of the team at work helped to show customers the pride in workmanship and skill that goes into every engine John Deere Power Systems delivers.
When photographing the engines, we aimed to strike a balance between function, strength, and beauty. Our rationale? Paying close attention to the intricacies would help increase the perceived value of these amazing engines.
fuel-case-study-john-deere-power-systems-slider-engine-before fuel-case-study-john-deere-power-systems-slider-engine-after

Imagery also emphasized the details and textures of the environment within the factory, as well as in the field. This helped to instill authenticity to the overall experience within the booth.

John Deere engines aren’t exclusive to John Deere machinery. Other OEMs rely on them to strengthen their equipment from the inside out.

Trade Show Booth

Knowing we’d have to speak to a wide range of industries and players of all sizes, we utilized every surface available in the trade show booth to communicate how a John Deere engine helps you Thrive On Inner Strength.

Kiosk stands sprinkled throughout the space allowed us to give OEMs a closer look at specific conversation starters.


Out-of-Home | Gold

2017 American Advertising Awards

Out-of-Home | Best of Category

2017 American Advertising Awards

Bill Bollman
Creative Director

Bill Bollman is FUEL’s Creative Director. Before co-founding FUEL in 2001, he worked for Horizon Communications, JW Morton and Basler Design Group. Bill studied Illustration at Hawkeye Tech in Waterloo, Iowa. An expert in the “old ways” of hands-on print production, these skills influence his work in the digital world to this day. His work throughout his career has been featured in international publications including Graphis, How International Design, Communication Arts, and The One Book as well as numerous design annuals and reference books.

Hometown: West Union, Iowa
Involved in Design and Marketing since 1988
Interests: Fitness, Travel, Movies