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