Cat owns a wide family of brands, from Cat Rentals to FG Wilson to Perkins, and more than 160 independent dealers who present the brand locally. A governed Brand Kit is the mechanism that makes them all look like one company.
Five roles, fixed values. Once this is the Brand Kit, every asset a dealer builds in Adobe Express inherits these exact colors. Off-brand is no longer possible by accident.
The lockup is locked in the kit with its clear space and approved backgrounds, so it cannot be stretched, recolored, or placed on a background that kills contrast.
These four rules are saved in the kit, so an asset request to Firefly comes back on-brand. The hero at the top of this page was generated to exactly this brief: a Cat 390D and a dozer working a real earthmoving site at golden hour.
Construction, mining, quarries. Real work, not a studio.
The yellow machines pop against dust and rock.
No stock-photo aesthetics. Shot like the machine is the subject.
Never idle. The brand is about work getting done.
Plain and confident. It sounds like the people who run the equipment, not a marketing department.
Built for it, Proven, Performance, Reliability. These recur across copy so the voice stays consistent.
No soft language, no idle machines, no clutter. Constraints are part of the kit, not a style suggestion.
The kit also fixes how the brand behaves on each channel, so a dealer posting to Instagram and an email to the network still feel like one company.
Punchy, work-first captions. Two to three hashtags. A single, clear call to action.
Scannable and spec-led, driven by the dealer network.
Bold headlines, spec-forward body copy, action-oriented calls to action.
Today every sub-brand and dealer makes its own choices: different colors, fonts, and shapes. Toggle the system on and watch the same brands resolve into one governed look, the Brand Kit applied everywhere at once.
Each one markets Cat locally. A locked Brand Kit in Adobe Express lets them self-serve on-brand, with no design review queue.
Aftermarket and services growth runs on consistent, trusted brand presentation across every touchpoint and sub-brand.
Firefly generates on-brand assets, the Brand Kit constrains them, and Workfront and AEM distribute approved templates at scale.