Clear Blue Competes for Global Project

Charlotte’s Clear Blue competes on 3 continents for global project

As one of China’s largest manufacturers of construction equipment, LiuGong of the Guangxi Province recently searched the world for a partner to help the company update its branded visual identity and tagline. After narrowing the global field to 6 firms on 3 continents, LiuGong chose Clear Blue of Charlotte, NC.

Robin Konieczny, President and Chief Creative Officer of Clear Blue noted the excitement around this project and the milestone it represents for LiuGong. “Five years ago, LiuGong was a Chinese company expanding globally. Now, LiuGong is a truly global company with globally competitive products, services, vision and soon, visual identity.”

Clear Blue is partnering with Winstead Wilkinson Architects of Raleigh, NC for dealership designs suited for all of LiuGong’s global markets. Carl Winstead , President said, “With our experience in projects in China and western markets, WWA is uniquely qualified to address LiuGong’s branded dealership needs.”

China claims fifty percent of the world’s construction projects and is increasingly facing competition within its own borders from the world’s top construction equipment brands such as Caterpillar, Volvo and Hitachi.

Barry Wilson of Planet Central in Charlotte, NC is also assisting with the project. He noted, “Deep cultural and marketing differences present unique challenges for a Chinese company to develop and implement a visual identity that resonates both domestically and in western markets.” Clear Blue conducted global brand research and worked with LiuGong to document its global Brand.

Clear Blue has developed and executed research and branding projects for both B2B and B2C clients since its origin in 1998.