Oil and gas. Forestry. Construction. They can be tough jobs, and the Pettibone Heavy Equipment Group was looking for a tougher, edgier look in its print advertising (for sister brands Pettibone, ARDCO and Barko) to match the mindset of its target audiences.
We set the tone for a new campaign of ads that use primarily black blackgrounds to bring a darker, more dramatic look to the featured product photography in each ad. To complement the powerful visuals, headlines and copy were developed with a bolder attitude in mind that spoke to the inherent toughness and superior performance characteristics of each product line.
