A brand that matches the machines it represents.

The challenge

Tecnimetro distributes leading brands —XCMG, FAW, Weichai, Zoomlion and Eddie Precision— but its own brand did not communicate that level.

At the July 2025 kick-off meeting the diagnosis was clear: the identity had no current guidelines, the website was waiting for a new identity to be rebuilt, no digital activations had been run and sales material such as a brochure and a deck was missing.

The company had two goals: gain recognition in construction, transport, energy and agriculture, and support sales growth with communication that explains every division and every machine.

How we approached it

First understand the business; then build the brand and the whole system that takes it to market.

1. Listening and diagnosis. Kick-off meeting, interviews with the team, a Doctor Wallet assessment and a benchmark of the main competitors in the sector.
2. Marketing plan. A phased roadmap: digital, commercial and brand strategy, with owners and deliverables.
3. Rebranding and value proposition. New symbol, logotype, colour per division, typography, patterns and brand guidelines.
4. Sales tools. A sales deck by division, technical sheets and a quotation template.
5. Website. A site organised by division with an equipment catalogue, quote form, a dedicated mobile version and a search assistant.
6. Content and campaigns. Product catalogue for social media, stories, covers, stickers, the XCMG robot campaign, digital billboards and ongoing video production.

Diagnosis before design

The value proposition came from interviews with the team and from comparing the competition's visual positioning: who says what, in which tone and where Tecnimetro can stand apart.

From a logo to a brand system

We started from the previous standards. The new brand takes Tecnimetro's M as a structure, turns it into a symbol and pairs it with a colour per division, a technical typeface and patterns for every application.

People and machines, on site

A shoot in the yard, warehouse and offices to build an own image library: XCMG and Zoomlion machines, the technical team, service and management.

Five divisions, one sales deck

The sales deck organises the company by division —construction, transport, energy, agriculture, implements and engineering— with equipment sheets, manufacturer figures and each line's colour. It was delivered editable so the team can keep it updated.

A website that works as a catalogue

Eleven pages: home, about, one page per division with its machines and sheets, engineering, after-sales, quote and the XCMG campaign page. A dedicated mobile version, brand animation, videos, a search assistant over 51 machines and a form that sends the request through WhatsApp.

Every machine, one piece

The visual system was applied to a complete social catalogue: product posts with technical data, stories, Instagram highlights, covers, a monthly content calendar and a sticker pack with machines and brands.

Made in China, Dominican on site

For XCMG we created a campaign with robots built from the machines themselves, in a direct Dominican tone: "The European ones take naps. I don't." The idea was taken to key visuals, billboards, animated digital billboards, spots and a film.

Ongoing production

Corporate commercial, machine films, short capsules, reels with the Tecnimetro team and seasonal pieces. Shot with camera and drone in the yard, on site and in the offices.

From the screen to the fair

The brand was adapted to Expomóvil formats: vertical post, story and horizontal banner, with the machinery as the hero.