ForumCase StudiesBranding Redesign for International Tracks Manufacturer

Branding Redesign for International Tracks Manufacturer

New Streamlined Branding Strategy to mark 70-year Milestone


Areca Design have recently been working with International manufacturer and Distributor, Strickland Tracks, to launch a fresh, consistent branding approach, after reviewing 70 years of trading.


Since it’s establishment in 1945, Strickland Tracks has rapidly expanded into a global leader in tracked undercarriages, prompting the need for a fresh marketing strategy. Originally founded for the repair and service of agricultural machinery, the organisation has since developed into a 20-acre industrial site, with purpose built factory for the manufacture of a huge range of crawler and undercarriage systems, used all over the world.

Matt Cox, Operations Manager at Strickland Tracks stated: "The pace of business growth had left the total brand in it's wake. The branding had become disjointed and uncontrolled. Deciding to redevelop the website prompted the long overdue need to put some 'manners' back on the brand".


The Solution

With creative support from local Website Design and Marketing Agency, Areca Design, the re-brand incorporates Logo Re-design, Website Design, Business Stationary, Vehicle Livery and comprehensive Branding Guidelines, to keep the organisation’s image on track.

"The main basis for our decision to select Areca, was the people; we felt that these were people we could work with. Beyond that, the pitch was well-rounded, showing a balance of flair and business acumen."


A Fresh Branding Solution for Crawler Track Manufacturer Business

The unified branding structure aims to better address the needs of their target market and uplift the brand positioning for both customers and colleagues. The new website design, which will be launched within the upcoming months, aims to surpass customer expectations with a consistent brand message, purchasing efficiency and realm of specific, detailed product information.

Matt continued: Strickland's are quite excited at extending the existing project into the re-development of the Strickland Tracks office and factory; we want to keep the new brand them consistent throughout the revamp. There are also good prospects for the inclusion of augmented reality marketing solutions in the future.

"it’s much easier to take a business card and a mobile phone into a meeting than a 5 ton track system!"


For further information on how Areca Design can help your business with comprehensive Marketing Support, including Websites, Augmented Reality, Exhibition Stands, Printed Material and more, please contact the design studio on: 01386 570360, or email us:

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