PT United Tractors, Tbk (UT) is the leading and the largest distributor of heavy equipment in Indonesia owned by Astra International as the major shareholder. Known as one of the best companies in Indonesia based on its growth and performance, UT took initiative to improve its tagline so that it can better express its spirit and passion to its stakeholders.
As the leader of the heavy equipment market in Indonesia, UT requires a tagline that not only represents the high-quality of their services but also their support for the benefits of both UT and their customers. Our challenge is to develop a tagline that can express their spirit in providing excellent service and fostering mutual partnership to all parties involved in the business.
The new tagline, Moving as One, denotes UT’s spirit and commitment to build one synergy and mutual partnership relations with its customers. We ensured that the visual implementation of the tagline is attractive, simple, and applicable in all platforms. We also developed the visual to express the UT’s corporate identity through creative and exploratory elements to gain the attention of recipients. They are implemented on various platforms to reach external and internal stakeholders through short video, marketing collaterals, employee handbook, etc.