ASTRAK
Global rebrand and portfolio architecture
Astrak are a respected market leader in the earthmoving equipment parts arena, serving all types of customers for more than 18 years in most markets and terrains around the world. Astrak are the specialists in maximising machine uptime.
As the business has grown, launched their own products and acquired other companies it's become time to claim an
ownable position and align the portfolio under one unified brand strategy. Our work has seen us re-engineer the global corporate identity along with the product brands and sub-brands. We've introduced a new portfolio architecture, global brand visual identity and tone of voice - unifying everything Astrak says and does; from Scotland to New Zealand.
For the best on Earth.
Repositioning | Brand Strategy | Portfolio Architecture | Master Brand, Product & Portfolio Brand Design | Global Design System | Tone of Voice
“This rebrand is more than just a new logo; it’s a reflection of Astrak’s evolution into a truly global partner for the undercarriage and wear parts industry. Our unified brand strategy allows us to present a clear and consistent message worldwide, reinforcing our commitment to delivering top-quality parts and unparalleled customer service, wherever our customers operate. We believe that being ‘Powered by Astrak’ signifies reliabilityand a dedication to getting the job done right.”
James Coughlan, Chief Marketing Officer, Astrak
Awesome Earth Movers September 2025
Strategy Partner: Nick Adams
Design Director: John Kubale
Copy Writer: Maia Swift
Videographer: Jason Drake
Composer: Jack McManus