Cat® Rental Store

I developed the creative direction to make that breadth feel tangible, accessible, and customer-centric. The work reframed The CAT Rental Store from simply a place to rent equipment into a one-stop destination for getting the job done, creating a more cohesive and contemporary brand experience across messaging, visual identity, campaigns, and customer touchpoints. The resulting brand system balanced the strength and credibility of CAT with a more approachable, intuitive rental experience—making the breadth of the offering feel less overwhelming and more like a competitive advantage.

Client: Caterpillar

Website:

Services: Social media, Expo display, Branding

As Creative Director, I led the creative strategy and brand reimagining for The CAT Rental Store, positioning the business around a simple but powerful customer truth: everything you need to get the job done, all in one place. We’re up for it!

The challenge was to evolve the brand beyond its association with equipment rental and communicate the scale of what The CAT Rental Store actually offers—a global network, the world’s largest construction equipment rental fleet, and access to more than 70 brands spanning the equipment and tools customers need to keep projects moving.