Showcase of MTC Equipment online catalogue website. The three pages portrayed are the homepage, a catalogue overview page and the Ejector Trailer catalogue item page. The three key elements to the responsive online catalogue’s ease of use.

The MTC Equipment’s rename and rebrand project included designing their new logo and identity system, the design and populating of their catalogue website , and creating a direct mail brand launch and product catalogue.

It was a great opportunity to work with an established family company, formerly Murray Tractor Company, to implement a rename, rebrand, and repositioning their new business as import agents of Chieftain Trailers of Ireland in the New Zealand, and Australasian regional  markets.

The new brand identity

The “M” monogram along with the company name forms a cohesive signature. The colour scheme of the logo, the corporate look of symbol and text block matched the brief to implement an evolutionary improvement upon the successful attributes of the legacy Murray Tractors’ logo, not replace it. More on the identity system below.


The online catalogue website is instrumental to brand launch and success going forward

Their catalogue website is instrumental to the success of MTC Equipment selling their range of Chieftain transport trailers, other product lines, plus spare parts and after sales service.

But there is more to an impressive online catalogue than a collection of colourful pages. An effective online catalogue is a 24-hours-a-day selling machine to the domestic, Australasian and global markets. It is a website that is as effective as their leading salesperson, as knowledgeable as their top buyer and as organised as their best office administrator. The website captures online everything that is good about MTC Equipment’s business.

Built to order, MTC’s trailer designs offer a complex of optional extras and custom design parameters—all of which is easily accessible and easily understood.

From a web designer’s perspective, this requires an extensive graphic design and programming background. My experience and creativity in collaboration with that of the team at Dynamic Multimedia/DMM, built an effective catalogue website under my Art Direction and hands-on production effort to get to the final result.

A user-friendly online catalogue “Chunks” information when users are required to recall information

At the individual product “item” page level, by “chunking” complex information the catalogue item pages are simplified. So when problem solving by comparing one product with another users are best able to recall and retain information they need. This is required to attract customers and visitors.

The ordering process is well-integrated with the product detail pages making the shopping and ordering process easier. This ease of use requires careful planning and advanced web design, but it is essential to retain site visitors and encourage them to return. If you are ready to start on a catalogue web design project contact me here.

Versatile MTC symbol

A white glazed ceramic mug with the MTC logo tyre tread pattern graphic wrapped around it.

The MTC logo tyre tread pattern graphic is a strong and versatile brand asset.

The MTC “M” Monogram stands alone and as the key repeating element of a graphical truck tyre tread pattern. This versatile illustrative brand asset stands strong when rendered with a gritty industrial look, true to the rugged, hard-working character of MTC’s products and their markets.

A set of stationery items and forms, a 12 page printed launch catalogue, and a print advertising campaign placed in various trade publications completed the launch package.

More work for MTC Equipment

MTC Equipment company profile document cover


Copywriter: Client / MagentaDot Brands
Printer: BrightPrint Limited
Web Design: MagentaDot Brands
Web development: DMM
Font credits: Defense, Futura, Futura Condensed, Impact

©magentadot brands

2009–Present MagentaDot Brands, Advertising and promotional, Automotive, Logos and symbols, Manufacturing, MTC Equipment, Photography, Travel & transportation, Web content development, Web content management, Web content writing, Website

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