Machinery Conference 2025

ARCH x PFG Machinery Conference Melbourne 2025 – Branding, Design & Strategy Execution
Project

Machinery Conference
Melbourne 2025

Tasks

Introduction

The PFG Machinery Conference Melbourne 2025 is a national event that unites leading agricultural machinery dealers from across Australia for two days of innovation, training, and connection. Hosted by PFG Australia, the conference serves as a platform to showcase new product launches, cutting-edge technologies, and in-depth training sessions. Highlights include live product walkarounds led by product specialists, with a strong focus on Grass and Cultivation Machinery.

The event brings together renowned machinery brands such as McHale, Kverneland, Vicon, Jaylor, SAM Machinery, Aitchison, Howard, and Maschio Gaspardo.

Aitchison, Howard, and Maschio Gaspardo.

McHale, Kverneland, Vicon, Jaylor, SAM Machinery,

Project Challenge

The key challenge was the tight two-month timeline from conceptualisation to execution, all while managing the event in-house with the PFG marketing team. Our process began with developing the event identity, starting with the logo design, brand concept, and supporting marketing materials.

The Creative Brief

The client requested a clean, simple, yet meaningful logo that represents PFG Australia and subtly integrates the diversity of the associated brands. The initial suggestion, “PFG National Machinery Conference Melbourne 2025”, was too long to function effectively as a visual identity. Additionally, incorporating all brand colors proved visually overwhelming, risking dilution of the core message.

Logo Concept & Symbolism

The Tree Root, a central visual element in the final logo is the tree root, symbolizing growth, stability, and deep agricultural roots. Each root strand carries a color with symbolic meaning, referencing both brand identity and core values:

  • Red: Innovation, energy, and forward-thinking

  • Green: Sustainability and harmony with nature

  • Yellow: Prosperity and optimism for the future

The intertwining design illustrates how tradition and technology merge, reflecting the conference’s mission to drive progress while remaining grounded in agricultural heritage.

The PFG Lines

Another subtle visual cue includes three stylized lines, representing PFG’s presence in Australia, New Zealand, and the USA. Designed in PFG’s brand colors (blue and red), these lines also resemble sky and soil, reinforcing the agricultural connection and visually suggesting cultivated land, a nod to the conference’s focus on machinery and farming.

The Final

The finalized logo maintains flexibility by incorporating the year and location as changeable elements, ensuring brand consistency for future events. The end result is a balanced, modern identity that captures both the spirit of innovation and the foundational strength of PFG and its partner brands.

Digital assets

Once the logo and brand foundation were finalized, we moved swiftly into the design and rollout of marketing assets to support both pre-event promotion and on-site engagement.

Marketing Materials & Merchandise

We created a suite of branded materials and event touchpoints, including:

  • Event signage & banners

  • Printed brochures and digital assets

  • Social media templates

  • Speaker name cards

  • Staff lanyards & credentials

  • Branded merchandise (t-shirts, caps, notebooks, tote bags, and more)

These assets were designed for visual consistency, scalability, and ease of use across multiple platforms.

Brand Guidelines

To ensure visual consistency across all internal and external communication, we developed a comprehensive Brand Guidelines booklet. This document was designed as a go-to reference for both the PFG team and external partners. It includes:

  • Logo usage (full-color, mono, spacing rules)
  • Typography and font system
  • Brand color palette with HEX, CMYK, and Pantone specs
  • Imagery direction and tone
  • Layout and composition standards
  • Mood & tone reference

This guide played a crucial role in maintaining brand coherence across all assets and channels, streamlining collaboration with vendors and stakeholders.