What started out as a light brand refresh evolved greatly over the past two years, to the point where HZ is now a genuine extension of the Kawasaki Engines team.

Through thorough research and strategy, we developed a keen understanding of who they are as a brand and what makes their original equipment manufacturers (OEMs), dealers, and customers tick. Armed with that knowledge, we enhanced almost every part of their external communications, as well as created consistency within their internal branding.

We got our feet wet with the campaign “The Most Important Part,” which shined a light on their brand pillars and showcased how their reputation is built on relationships and trust just as much as it is on reliable engines.

To create a cohesive brand experience and help products stand out on the shelves, we then revamped their packaging and dealership point of sale (POS) so that it was more in line with the design of the ads they were running.

While our designers worked away on those initiatives, our strategy team created a new naming formula for engines that could be utilized for generations of products without confusion. This included several rounds of testing and extensive strategic planning that spanned throughout the company and across the globe.

After months of planning, our team pulled off a three-day, multi-location photo and video shoot in the middle of a global pandemic. With precautions like on-set personal protective equipment (PPE) and temperature checks, we livestreamed footage to the Kawasaki team in another part of the country for approval, stayed on schedule, and efficiently delivered content for social media and branding.