Utility Task Vehicle

When long-standing client, John Deere, asked us to help spearhead its entry into the new market of recreational utility vehicles, we knew we would have to get immersed with a totally new set of customers. For a category with a profoundly different culture and audience than all other existing client sectors, Deere needed a design that would preserve its heritage and premium values but translate them in a meaningful and exciting way.  To capture the mood of the market in sketch form, and translate it into a tangible product was challenging. We feel the final result hit the target!