General Equipment & Supplies

A GENERIC NAME, BUT NOT A GENERIC BRAND

Location: Fargo, ND

Building a Cohesive Brand for General Equipment & Supplies

Founded in 1984, General Equipment & Supplies has grown into a leading provider of heavy construction and aggregate equipment across the Upper Midwest and parts of Canada. With a deep commitment to quality, service, and innovation, they invest in top-tier talent and technology to protect and grow their customers’ businesses.

The challenge:

After a period of marketing team turnover, General Equipment recognized the need for a strategic partner to bring consistency and vision to their efforts. What began as a request for support around one of their largest customer-facing events quickly evolved into a broader marketing partnership.

As the company expanded across multiple locations, a new leadership team saw the importance of reinforcing a unified brand. They needed help aligning their identity across teams, branches, and touchpoints, ensuring every employee understood the brand and lived it every day.

“Amanda has been integral in building a visual brand we are proud of and messaging that aligns with our services and culture while helping us clearly define our marketing goals. In my eyes, the true definition of success is when a client no longer refers to you as a vendor. To our owner's group, Amanda is a friend and partner. We are among many clients that require her time, and she somehow still makes us feel as if our needs are the most important ones on her plate.”

Jon S.

General Equipment

Our Approach
We began by refreshing key brand elements to modernize the look and feel without losing their legacy. Then we rolled up our sleeves to embed those changes across the entire organization, internally and externally.

From physical signage and branded environments to employee onboarding and merchandise updates, we ensured every brand interaction reflected the same high standards. Our strategy focused on more than just visuals. We emphasized the full brand experience, what it feels like to walk into a General Equipment location, whether in Fargo or across the border in Canada.

The Results
With brand alignment in place, our partnership has continued to grow. Today, we serve as General Equipment’s dedicated marketing partner, supporting strategy, creative, and execution across all channels.

We’ve helped shape their voice and visual identity across campaigns, internal materials, and customer communications. As a result, they have a stronger, more unified brand that sets them apart in a competitive market.

Amplifying Social Impact
One of our most exciting areas of collaboration has been social media. With nearly 7,500 followers and growing, General Equipment has expanded their presence by sharing a mix of business-critical updates, such as, financing offers and job openings, alongside culture-driven content that celebrates their people and values.

Leveraging footage from a recent video shoot, we’ve helped elevate their storytelling with employee testimonials and machine feature videos that connect emotionally and build trust with their audience.

A Partnership Built to Last
Our multi-year relationship with General Equipment is built on trust, shared vision, and measurable results. As their business continues to grow, we’re proud to be by their side, helping shape the brand, strengthen the culture, and power their next chapter of success.

SERVICES PROVIDED