Kramp Brand Launch & Marketing Rollout (Australia)
Introduction
Kramp is a leading international e-commerce supplier of agricultural and construction parts, originally founded in the Netherlands in 1951. With operations spanning over 24 European countries and a workforce of more than 3,000 employees, Kramp has built its reputation on reliability, innovation, and a strong digital presence. Technology lies at the heart of Kramp’s success, and with its recent expansion into the Australian market, the brand aimed to establish the same level of trust, visibility, and service down under.
The Challenge
As Kramp entered Australia through a partnership with PFG, the challenge was to build brand awareness from the ground up in a new market. This involved creating consistent and compelling marketing materials for both dealers and customers, tailored to Australian audiences. The scope of work included the development of print and digital assets, social media content (both organic and paid), and email campaigns (eDMs) designed to educate and engage dealers as well as end-users. A key component of the project also included competitor analysis to ensure differentiation in messaging and tone. Additionally, I was responsible for designing the initial website prototype using Adobe XD, which was then handed off and collaboratively developed with the web development team.
The Design Process
Working closely with Kramp’s European headquarters, I ensured all creative work aligned with their established global brand guidelines. The design process involved localising the look and feel of Kramp’s marketing to suit the Australian audience while maintaining visual consistency with its European identity. This included the creation of print advertisements, social media campaigns, and targeted eDMs. The social strategy balanced visually engaging organic content with paid advertising aimed at driving awareness and traffic. For the website, I created a detailed wireframe and visual design mockup in Adobe XD, focusing on clarity, product hierarchy, and mobile responsiveness to suit the Australian market.
The Results
The project delivered a complete suite of high-quality digital and print assets that supported Kramp’s marketing efforts through both PFG and their growing Australian dealer network. The website draft laid a strong foundation for future digital growth, while the consistent visual language and locally relevant content helped build early recognition for the brand. These assets have continued to serve as templates and tools for the marketing and PFG Parts teams in ongoing and future campaigns.
