Beginning in mid-2017, Caterpillar's product support division created a three-level campaign to move prospective customers through the marketing funnel: awareness, consideration and decision. Each level's messaging needed to be able to stand alone while still working together as part of a cohesive communication strategy. I was tasked with developing a creative direction for the consideration and decision assets, which needed to stay more evergreen than the awareness messaging, which would change regularly.
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The consideration-level marketing materials needed to differentiate Cat dealers from the competition and push customers to consider their repair and maintenance options. I was tasked to come up with a look for these assets that was interesting enough to grab the attention of customers but timeless and flexible enough that the materials would not need to be updated every time there was a new awareness campaign. I came up with a weathered, earthy image treatment to help Cat stand out from the competition. I pulled in some of the elements visible in the decision-level assets to help them feel visually connected.
The decision-level marketing materials needed to educate customers about features and benefits that correspond to their needs and close deals related to repair and maintenance options. These assets were much more technical and practical than the awareness and consideration materials. Good information architecture and clean, easy-to-understand layouts were more important than exciting or attention-grabbing imagery. I created a clean, minimalistic image treatment that was on-brand but took a back seat to the content of these materials. I introduced some geometric technical graphics in gray and white that I could use to tie them in with the consideration assets.
