AUSTRALIAN FRONTLINE MACHINERY BRAND CREATION
Appealing to weekend warriors' sense of (mis)adventure
Challenge
Australian Frontline Machinery sells ex-military vehicles to customers and collectors via online auctions. They needed a point of difference from other second-hand vehicles.
Approach
The vehicles for sale have been called on to serve in the world's toughest conditions, so we developed a brand identity that is tough, authentic and appeals to the weekend warrior's sense of (mis)adventure.
Solution
We developed the brand identity, style guidelines and graphic language, and managed the brand roll-out across print, digital, signage, vehicle badging, and promotional material.
LOGO
DESIGN SYSTEM
BRAND GUIDELINES
BRAND IMPLEMENTATION
PRESS ADVERTISING
BRAND GUARDIANSHIP
Completed at The Hallway
LOGO: The Australian Frontline Machinery logo was conceived as a vehicle badge, created to be cast in metal and applied to all vehicles prior to auction.
DIGITAL: Online auctions are foundational to the Australian Frontline Machinery business. The brand's tough aesthetic translated through to the landing page, highlighting the ex-military nature of the vehicles.
MERCH AND PRINT APPLICATIONS: The logo translated through to t-shirt merchandise for the weekend warrior and stationery for a consistent brand experience.
PRESS AND OOH: Extending the brand photography, graphic elements and aesthetic to advertising helped to raise brand awareness.
STYLE GUIDE: The Australian Frontline Machinery style guide ensured continued brand rollout consistency.
