The New Holland heavy construction equipment division had recently been purchased by Case and needed to be rebranded and launched to the marketplace as a new player with a broad product offering. New Holland Construction wanted to be known as the "technology leader" of heavy construction equipment. This was a tough sell because most operators and owners could care less about the technology and mostly about "does the machine work?" And will it work hard, and keep working day in and day out. We created dramatic working images of the equipment in the dirt doing what it does, move dirt. The images became complex multi-layered displays of working machines and workplace environments and textures. The graphics leaned towards technology and engineered structures that reflected practical results yet felt innovative and edgy. Competitors in the market soon began to copy our collateral and advertising. The literature was meant to communicate on multiple levels. Visually dynamic for the sales and marketing audience, technical detail and specs for the engineers, and highlights of ergonomics and comfort for the operators.