John Deere Global Brand
Demonstrating John Deere’s connection to everyday life.
Do you know where your breakfast comes from? How about the cotton in the shirt you’re wearing, or even the road you take home from work? Chances are, John Deere had something to do with it. Our team created a multi-year, global brand awareness campaign to connect the brand to all the facets of our daily lives—the food we eat, the products we use, the ways we travel, and the efficiency of our work. We Run For All is a message that educates, inspires and refreshes the John Deere name for the next generation.
Defining the campaign identity.
I led the creation and direction of the We Run For All campaign identity—defining it’s visual strategy that informed everything from broadcast TV and digital media, to signage and print advertising. The tagline in itself is rooted in the connection between John Deere and the end consumer. So, the visual strategy hinges on always depicting the ideas of origin, connection, and impact. And we did that with a comprehensive system of strategically-connected imagery, modern use of color, and humanistic graphic elements.
Celebrating the We: John Deere employees.
A significant part of the campaign was an internal focus on global employees, who represent the We in We Run For All. This demonstrated the campaign’s breadth and gave us the opportunity to speak to every person’s role—big or small, old or new, hands-on or high-tech.
