Caterpillar Brand
An innovation story for the ages, about the company that built the world. Our whole thing was to essentially shift the perception from construction company to technology company. This was my first project at AKQA and one of the ones that I am most proud of.
Tech company?
People know that Caterpillar builds stuff. What they don’t know, is that through their role as world builders, they’ve essentially become a tech company.
Yeah, bro.
To bridge the mental gap between world building and technological innovation, we took ownership over our role in making the future with the line, “The future belongs to those who build it.” It became a rallying cry and a point of pride for anyone operating a CAT machine. It also firmly communicated to the rest of the world that we are an innovation company.
The Team
CD Dave Knoph
CD Bryan Ortiz-Dempler
SD Sungjoon Hong
MD Ryan Jones
Last words.
A single line has the power to not only sell a campaign, but to unite and rally an entire company.
Print still has a place. Especially when you’re talking directly to other businesses.
Caterpillar is so damn cool. The scale at which they operate and the sheer reach is absolutely incredible.