An all doer

Client: John Deere (USA)   /   Project developed with Curve ID Design Team

JOHN DEERE, an American corporation that manufactures agricultural, construction, and forestry machinery,  heavy equipment, and lawn care equipment. Listed in 2014 as 80th in the Fortune 500 America's ranking and was ranked 307th in the Fortune Global 500 ranking in 2013.

The design of the new Gator is defined between two motives: a Utility Vehicle, a product for work, function and satisfaction: a tool. The second is the “Fun” mood…the “sport” version; a Recreation Vehicle.

The design work intends to distinguish the key elements in each of these worlds, elaborating inspirational mood-boards that boost creativity in the conceptual phase. The research involved an understanding of the competitors, but most importantly, compiling all the John Deere icons that to create a brand story in this market segment…an identity.

The best crossover utilitarian vehicle

The first 3 seater UTV

We selected the most representatives’ vehicles that characterize the best in each of the key design elements ‘Work, Crossover and Recreational’. We analyzed what are their key visual features, giving us a clear understanding of the feeling created by the subtle differences in form. Understanding the market, the consumer and the needs.



Product Positioning / Strategic intent


Inspired by the world


Keeping the family icons alive


“A Surface” development in Creo-Pro Engineer and providing design feedback in different stages of Model Builds