Sota Tractors required a Communications Manager who could do graphic design work to enhance the message and presentation of the company. Sota had developed lots of new products to sell and needed to market them in an attractive way that incorporated the Sota and AGMAX brands. With competition intense in the tractor industry and hobby farm wives holding the purse strings, solid, no-nonsense artwork was needed to add personality and appeal to the company’s communication with customers. As most competitors were relying on overseas and factory photography, it was decided by the marketing team that extensive photo shoots in a variety of Australian locations would show what Sota could offer the public.
During my time at Sota, I created Kubota brochures, Apollo brochures and flyers, newsprint advertising, business cards, quote sheets and other sales materials, logos, keyrings and promo items, signs, a marquee, field day banners and more. My main contribution was through managing photo shoots to locate, direct and produce the imagery below as well as gathering extensive information for specifications on the factory floor for the marketing materials. The new visual identity created gave the company a distinct “look” and identity – resulting in an increased perception of Sota as a national, famous and trustworthy Australian brand.
The new photos were used on the Sota and AGMAX websites, where they were displayed to customers on the front line. Once the customers could see Sota’s photos, they sent in their own photos and comments, adding to the engagement and presentation of the company.
Now that Sota had the full range of marketing materials needed to hand out to customers and show on their website, they found that customers were much more keen to purchase products and visualise what they would receive. The photos helped “sell” the country lifestyle and showed customers how the product would fit in with them. Customers also felt more comfortable with manuals and warranties that looked professional and therefore perceived the company more seriously. Since competitors still relied on dated, overseas and factory images, Sota’s new photos lifted the perception of the brand and made the products more appealing to an Australian audience.