With a 170 year strong heritage in the global construction industry it was critical that all brand touch points consistently conveyed Case Construction’s image of power, durability and reliability.
Upstairs Yellow was charged with the design, manufacture and implementation of a national fulfilment program that would be accessible to both the Case Construction dealership network and online retail shoppers.
The product selection criteria were clear. Exude toughness, quality and have a place in the day to day activities of the Case Construction equipment owner. We identified new areas of merchandising opportunities for the brand such as lifestyle and kids categories which resulted in the brand presence extending to weekend activities and the next generation of Case Construction operators.
The orange “blaze” in the Case Construction logo is an iconic and recognisable element of the brand mark. Fabrics were dyed to match and printing inks were specifically formulated in order to consistently execute the brand colour across the range.