Case Study: HEVI

HEVI all electric construction equipment

Building an All-Electric Off-Highway Equipment Brand

HEVI is the world’s first company to release an entire range of all-electric heavy equipment. CMB built the brand from naming to visual identity.

The Challenge

Greenland Technologies, a leading transmission and drivetrain systems provider for material handling and heavy equipment, planned to launch a new range of all-electric off-highway machinery for the the North American market. CMB was brought in to help Greenland Technologies develop a a new brand to represent the newly formed business and launch it into the North American market. They needed a marketing strategy to build brand awareness, establish credible reputation and to promote the products to target industries.

Our Solution

CMB developed the new brand, including naming, HEVI (Heavy Electric Industrial Equipment), visual identity, messaging and brand strategy. CMB Automotive supported HEVI across multiple marketing functions, including market research, brand development, strategy, digital and online channels, PR and communications, as well as all creative design and advertising.

After the new HEVI brand was launched, it received significant positive PR and exposure. The HEVI marketing and business development teams continue building brand awareness and driving PR.

Hevi bison

What we did…

  • Brand research, competitive and market analysis
  • Naming
  • Brand identity, including logo and brand codes
  • Brand strategy
  • Core messaging and defining positioning
  • Brand guidelines
  • Website and digital marketing
  • Advertising and social media
  • PR and editorial management
  • Content management and development
  • Creative design and visualization
Brand development for Cummins

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