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Red Rules, reinforcing brand equity

Red Rules, reinforcing brand equity
Dutch Design Award GIO GIO GIO GIO

Design from grass to glass

Lely builds machines and automated systems for dairy farming; innovation ‘from grass to glass’. We developed a design language that exudes the innovative power, reliability and ambitions of the brand.

Where it began

Where it began

The first step in our collaboration with Lely was the development of a dynamic design language for Lely’s  line of balers. These machines are technologically highly innovative and very reliable, but their appearance did not converse this. Communicating these attributes through styling, in combination with Lely’s ambitions for the brand was a big challenge.

Design workshop

Design workshop

The first seeds were planted during a two-day workshop. All stakeholders within Lely (R&D, manufacturing, marketing, sales) took part. Together we determined the vision and ambitions for the future generation of balers. The initial design directions were sketched and evaluated by the whole group during this workshop.

Design process

Design process

We developed five concepts based on the outcome of the workshop. Lely choose a fairly progressive concept as their preferred route. Through sketches, foam models and 3D CAD this design was brought into production.

 

Please find the results from each phase below.

Introduction of the Lely Welger RPC 445 Tornado

Spectacular introduction

Lely presented the new design language in spectacular fashion at the Agritechnica fair in Hannover; the world’s largest agricultural trade show. Reactions were overwhelmingly enthusiastic.

Not just the intended end users were warmed by the new design. Judges awarded the design for the Lely Welger RPC445 with a Dutch Design Award and a Red Dot Design Award. Since this, all of Lely’s balers have followed suit in the transition into the new design.

Product Design Manual

Product Design Manual

Lely saw the success of the design language for the balers as a benchmark for the development of other new machines as well. We were asked to develop a product design manual, in order to give a consistent, recognizable look & feel to the vast product portfolio; from mowers and balers to technologically advanced robots for feeding and milking and wind turbines.

Workshop

Workshop

Again we started with a workshop. Facilitated by us, three large teams of Lely’s people set out to develop design guidelines. Both the executive teams as well as the R&D teams for stable-based products and farmland products were involved.

Together with the teams we determined which design elements represented Lely’s brand values and ambitions best. We also conceived which way would be preferred to gather this information in a logical, clear and accessible manner.

Workshop

Workshop

Again we started with a workshop. Facilitated by us, three large teams of Lely’s people set out to develop design guidelines. Both the executive teams as well as the R&D teams for stable-based products and farmland products were involved.

Together with the teams we determined which design elements represented Lely’s brand values and ambitions best. We also conceived which way would be preferred to gather this information in a logical, clear and accessible manner.

Red Rules

The end results of this intense and close collaboration have been recorded in the ‘Red Rules’: comprehensive design guidelines for all of Lely’s physical products. At the core of this manual sits a ‘building block system’ that determines the level of design. To ensure that the ‘Red Rules’ are optimally secured within the organization, we determined with Lely at which exact moments in the product development process the design goals should be defined and reviewed.

Almost instantaneously the ‘Red Rules’ have become a clear entity within Lely. New products for Lely are recognizable from afar and manage to combine functionality, reliability and aesthetics. Consistent use of design elements ensures a strong brand image throughout the several market segments.

The slide show below shows examples of the products that have been developed using the ‘Red Rules’ design manual.

Red Rules

The end results of this intense and close collaboration have been recorded in the ‘Red Rules’: comprehensive design guidelines for all of Lely’s physical products. At the core of this manual sits a ‘building block system’ that determines the level of design. To ensure that the ‘Red Rules’ are optimally secured within the organization, we determined with Lely at which exact moments in the product development process the design goals should be defined and reviewed.

Almost instantaneously the ‘Red Rules’ have become a clear entity within Lely. New products for Lely are recognizable from afar and manage to combine functionality, reliability and aesthetics. Consistent use of design elements ensures a strong brand image throughout the several market segments.

The slide show below shows examples of the products that have been developed using the ‘Red Rules’ design manual.

Design at high altitude

After Lely acquired German wind turbine manufacturer Aircon, they asked us to design the exterior of the new 30kW wind turbine according to the Red Rules design language that we developed for them earlier. The focus of the design was to be on the ease of maintenance and a continuous airflow past the generator to ensure efficient dissipation of heat.

The end result of the design process is wind turbine with a flowing, aerodynamic shape and a timeless look-and-feel.

All fastening features have been hidden away from view. The three aerofoil blades have been shaped to ensure that they minimize residual noise for the surroundings. Together with the pleasant design, this will increase acceptance and tolerance towards wind powered energy.

The doors of the enclosure open extremely far upward. This guarantees easy access for technicians and end users to perform maintenance tasks. Safety is paramount in these kinds of operations: operators can constantly secure themselves with carabiners to various specially designed positions on the wind turbine.

Design at high altitude

After Lely acquired German wind turbine manufacturer Aircon, they asked us to design the exterior of the new 30kW wind turbine according to the Red Rules design language that we developed for them earlier. The focus of the design was to be on the ease of maintenance and a continuous airflow past the generator to ensure efficient dissipation of heat.

The end result of the design process is wind turbine with a flowing, aerodynamic shape and a timeless look-and-feel.

All fastening features have been hidden away from view. The three aerofoil blades have been shaped to ensure that they minimize residual noise for the surroundings. Together with the pleasant design, this will increase acceptance and tolerance towards wind powered energy.

The doors of the enclosure open extremely far upward. This guarantees easy access for technicians and end users to perform maintenance tasks. Safety is paramount in these kinds of operations: operators can constantly secure themselves with carabiners to various specially designed positions on the wind turbine.