Caterpillar
Caterpillar builds construction and mining equipment, engines and generators, backed by a dealer and parts network built around machine uptime.
Heavy condensed capitals, black on yellow, built like signage. Nothing delicate survives on a site, and neither should the type.
show a machine operating unsafely
show an operator without required protective equipment
claim uptime without the service terms
Parts on site within 24 hours, anywhere we sell the machine.
Blunt, practical and operator led. Uptime, parts availability and what the machine will do in a bad week.
Contractors, fleet owners, mine operators and the mechanics and dealers keeping the machines running.
+Machines that are still working after twenty years
+Dealers who turn up
+Operators who know the machine
×Downtime
×Parts you cannot get
×Marketing that has never been on a site
would die on
A machine that is not running is costing somebody money every hour.
