Capitol Equipment


Our challenge was to develop a brand identity for a business that is under new ownership. Capitol Equipment, who was formerly named Twin City Tractor, had no brand equity, and our challenge was to make the name and brand unique from the previous ownership as well as the product lines the company offered. We had a generic name and a blank white building to work with from the beginning, but we were thrilled to have a blank slate to use as an opportunity to market effectively. 


Creating a new brand for Capitol Equipment included several factors: it was formerly known as Twin City Tractor, and their two major product lines – Kubota and New Holland – had to be represented equally. Capitol Equipment wanted something that had the presence of both those logos but be different enough to set it apart from Twin City Tractor. Because the logo had to fit many applications and uses across multiple product lines, we created an icon, which the client loved, and it allowed us some flexibility for use on apparel, print and building signage.


We setup and customized Facebook and Twitter to match the new brand theme. Social media efforts and daily posts made a significant impact on the grand opening and unveiling the new corporate website.


We were able to carry over the angular theme and the now defined Capitol Equipment look into a remarketing campaign through Google AdWords.


New business cards and letterhead helped tie in the new brand’s look and professionalism.


Custom exterior paint was designed and applied to targeted areas, which are visible from the interstate.  Vinyl was used for the branding and applied on the newly-painted sections.  We also were able to carry the angled color sections from the business card and letterhead design into the signage design, and the centerpiece of the outdoor project was the huge illuminated logo on the front of the building facing the interstate.  The giant sign measure 85" wide x 84" tall.


Capitol Equipment’s website was complex in it had to serve many tasks: identity, sales, education, etc. Our main objective was to create something that no other equipment supply store had, and a great success; one that we are really proud of. Our concept was to allow the customer a unique experience of building a wish list through four of the verticals of the business.  For example, a potential customer can specify a tractor they are interested in, and the system will help guide them through adding attachments and implements that fit that specified tractor.  The same can be done with trailers, RTVs, excavators, mowers and many more pieces of equipment and brand choices that Capitol Equipment provides. This cart-like experience allows the customer to build a custom list of equipment and send the lead to the sales department, which can then follow up with more information, pricing and incentives.


We developed a grand opening plan to introduce Capitol Equipment as the premier agriculture, construction and landscaping equipment dealership that provides expert assistance in new, used and rental tractors and equipment throughout central Arkansas and eastern Texas. Capitol Equipment’s brands include Kubota, New Holland, Vermeer, Krone, Land Pride, Exmark, Texas Bragg, Bad Boy Mowers, Bush Hog, Echo, Hustler Turf Equipment and Woods. Taking advantage of Capitol Equipment’s commitment to the communities it serves, it partnered with the Arkansas Rice Depot to raise food and funds for hungry kids throughout the state. Customers could tour Capitol Equipment’s new dealership, munch on a hot dog, sip a drink, demo equipment and grab a giveaway or two. While there, visitors also could fill Capitol Equipment’s hay bale pool with food for the more than 35,000 school children and their siblings who go hungry every day. The hay bay pool was a nod to Capitol Equipment’s hay baling equipment as well as to summer, and anyone who brought a food or monetary donation were entered to win an iPad, gift cards and a host of other prizes. We also arranged for a radio remote with 105.1 the Wolf to welcome visitors, encourage contributions and hand out giveaways. “We wanted to do something for our community that would make an immediate impact,” Stephen Otwell, general manager of Capitol Equipment, said. “Because it’s almost summer, we have a hay expert on staff and the need for food for kids is so great, we thought a hay bale pool would be just the thing to corral what’s needed.”

Otwell was interviewed on the Little Rock CBS affiliate’s Saturday morning news program the day of the grand opening, and the city’s ABC affliated filmed the event, interviewed Otwell and aired a segment on that evening’s 6 p.m. news. More than 50 lbs. of food was contributed to the Arkansas Rice Depot.