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Australian Frontline Machinery

Brand Strategy & Design

How we created a brand that facilitates the most extreme Weekend Warriors


A complete brand identity was required for a new company selling ex-military vehicles online to the general public. Our task was to develop the brand and ultimately drive awareness and sales. 


A full brand design that celebrates the simplicity of these tough ex-military vehicles.

Thorough research led to the brand proposition ‘authentic toughness’ which was brought to life through the Australian Frontline Machinery (AFM) brand design. 

A website was built around a library of compelling product images and a number of digital communication channels were trialed. 

Results showed that branded eDMs produced an extremely high ROI with our target audience. These have been A/B tested over time to allow for continual optimisation of the content and design.

results for the campaign