Cub Cadet is known as a lawn mower brand. To help them launch their line of Challenger Utility Vehicles we created a uniquely rugged design system using angles that play off the machines themselves and lifestyle-based photography to carve out a new niche within the master brand and celebrate the more aggressive side of Cub.
Client: Cub Cadet
Creative Director: John Neerland
Design Director: Sam Soulek
Designer/Art Director: Jacob Boie
Art Director: Peter Zlebek
Copywriter: Caroline Henry
Video Editor: Carl Martin