Blacksheep Strategy was employed to develop a new brand strategy for Nortrax, John Deere’s construction and forestry equipment retail division, including all dealers from Florida to Québec.

Blacksheep conducted foundational research through in-depth interviews with customers, employees, and the management team. The brand strategy Blacksheep developed was then validated and revised, based on research that tested core customer assumptions and brand tenets in all regions. A dual-phased implementation plan was created, addressing both internal and external audiences.

The new brand successfully unified the company’s regional departments and was embraced as a direct reflection of the company’s core values. The brand message created by Blacksheep, “Above and Beyond, Everyday” has been adopted as a philosophy at Nortrax and employees use the brand vocabulary on a daily basis.