Bobcat, a leading American manufacturer of compact construction equipment, has been enhancing client efficiency worldwide for over 50 years. Despite high brand recognition, they lost their unique appeal by mimicking competitors’ communication styles. Their ads became interchangeable, lacking inspiration. Recognizing the need for change, they approached us, urging us to “give Bobcat back its teeth.”
We revamped Bobcat’s identity, drawing inspiration from comic books to make it stand out again. Emphasizing its strong assets like the iconic logo and memorable slogan “One tough animal,” we crafted a comic-book concept where Bobcat machines are portrayed as invincible superheroes. Each machine, big or small, becomes a hero in a Bobcat world. This generates shareable content for online channels, revitalizing the brand’s relevance.
