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Dealerships versus the machine

Equipment dealerships are typically recognized by their logos or the color of their machinery. Truthfully, we might not even think about the dealership at all. The machine is what stands out in our minds. But what if the dealership is as important, if not more, than the piece of equipment itself? When good equipment is more than machinery? We were tasked with solving this challenge in our partnership with Encon.

Encon sells, rents, and services the industry’s best construction, forestry, and landscaping equipment to empower workers to do their best work. And while they’ve been around for a while, they are growing into new geographies. It’s crucial they have a brand that stands out amongst their long list of competitors. They need more than a different color to differentiate.

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Service with a smile

What makes Encon different? When you walk into an Encon dealership, it’s about more than machines. The equipment, of course, is top-notch. That’s a given. Being in an Encon facility is a high-quality experience. It’s luxury meets rugged. Bold meets supportive. Customers immediately feel like they have an ally in the important work they do. 

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Building the brand

We selected a vivid yet light green and black to stand out amongst the reds and yellows in the industry. The typography is bold and assertive to empower the greens and is a testament to Encon’s deep expertise and experience in the equipment world. Brand language speaks directly to the customer, signaling an immediate sense of understanding, which quickly builds trust. The louder graphics and high-quality photography of machinery in action toe the line effectively with more approachable, empathetic language.

Customers want quality equipment. And they want to trust who they work with, whether renting, buying, or maintaining their machines. Because customers aren’t looking to only haul equipment off the lot, they want a service provider they can partner with that understands the work they do and helps them do it better. A new brand helps them communicate this unique positioning more effectively.

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"Bullhorn worked with our timelines and helped us create the sort of brand we need to grow."  

Jordan Mitchell, President, Encon Equipment

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