← IndexDesign-first partner5+ years

Kubota

Content production system on a multi-year retainer, from social to the annual report

5+
Years of Partnership: 1,000+
Deliverables Shipped

Context

Kubota went from the comeback of a cult brand to selling in national retail chains. For more than five years we have run its creative and its production: more than 1,000 deliveries across social, digital and print, from Black Week to leaflet pages for Biedronka, and the quarterly reports the company publishes as a listed business. The marketing team plans its calendar knowing the production is covered.

Kubota campaign visuals and social formats — Every season brings a new idea: a different colour world, a different way of cutting out the model, a different line of copy. The system is what lets that idea reach every channel in days instead of weeks, because the grid, the logo lock-up and the file specifications are already settled. Concept and art direction on this campaign line are ours.

Kubota seasonal campaign posts — Every season brings a new idea: a different colour world, a different way of cutting out the model, a different line of copy. The system is what lets that idea reach every channel in days instead of weeks, because the grid, the logo lock-up and the file specifications are already settled. Concept and art direction on this campaign line are ours.

The problem

The brand grew faster than its team could write briefs. Every campaign started with the same negotiation: which formats, what tone, what file specifications, who approves. The cost was rework. Files went through round after round of review while the launch dates stayed where they were.

Decisions

The diagnosis (step 01) showed that rework came from undefined expectations, not from weak creative. In step 03 we built a library of modular formats: fixed brand elements, clearly marked areas that change, and file specifications written into each template. In step 05 every type of material got one approval path with one named person, and parallel feedback threads ended. Once a quarter (step 08) we review the library and retire the formats nobody uses.

How we delivered

Production runs all year in a fixed rhythm: one way of taking in requests, weekly delivery slots and a known turnaround for each type of material. The system is not there to repeat one layout. It is there so that a new idea, once approved, reaches every channel quickly, because the grid, the components and the file specifications are already settled. AI speeds up the volume work, that is adapting formats, building variants and resizing. For the stock-market debut we built the communication set from the same components, so the most visible materials looked like the everyday ones.

The work

Festival edition announcement — One product, a new idea every week: a football championship, a festival season, Pride Month, a TV series everyone is quoting, a winter sale. Illustration, 3D, photography and typography change; the slide and the mark stay in the same place.

Fan slides: product features around a red slide and a football — One product, a new idea every week: a football championship, a festival season, Pride Month, a TV series everyone is quoting, a winter sale. Illustration, 3D, photography and typography change; the slide and the mark stay in the same place.

Black Friday, neon green type behind a model — The biggest sales week of the year gets its own type system: the discount repeated as a wall of letters, with the model or the product cut in front of it. One year in yellow on graphite, the next in neon green on black; from the newsletter teaser through social to the store poster.

Black Friday, neon green type behind a portrait — The biggest sales week of the year gets its own type system: the discount repeated as a wall of letters, with the model or the product cut in front of it. One year in yellow on graphite, the next in neon green on black; from the newsletter teaser through social to the store poster.

Films and motion for social

Social · feed and stories

Short films cut for the feed: a fashion piece, a Christmas sketch, a seasonal reminder and a product animation. Same line of copy, same mark in the corner, fifteen seconds or less.

Pride Month mailing to customers — The same campaign written twice: a playful note to customers and a formal one to journalists with a press kit, both on the illustration from social. Next to them, a summer mailing built as a chat, with three gates: slides, clothes, accessories.

Pride Month mailing to the press, with a press kit — The same campaign written twice: a playful note to customers and a formal one to journalists with a press kit, both on the illustration from social. Next to them, a summer mailing built as a chat, with three gates: slides, clothes, accessories.

Kubota and Klarna, buy now pay later format — When Kubota enters a retail chain or a payment partner, the brand has to sit next to someone else's logo without losing its tone. Each partnership gets its own colour world inside the same system.

Unisex by Kubota, available at Biedronka — When Kubota enters a retail chain or a payment partner, the brand has to sit next to someone else's logo without losing its tone. Each partnership gets its own colour world inside the same system.

Shop window graphic made of hundreds of slides — The pattern of slides scales from a social post to a shop window, and the Kubota Lab colours build a trade-fair stand.

Proposal for a Kubota stand at the Go Active fair — The pattern of slides scales from a social post to a shop window, and the Kubota Lab colours build a trade-fair stand.

Leaflet spread template for the chain, Kubota at Biedronka — A full range of materials for a national retail chain: leaflet pages built to the chain's templates and price mechanics, product photography, and vertical animations for screens in the stores. Season after season: pool, football, winter.

Spring leaflet pages for the chain, three layout options — A full range of materials for a national retail chain: leaflet pages built to the chain's templates and price mechanics, product photography, and vertical animations for screens in the stores. Season after season: pool, football, winter.

Wholesale catalogue 2021, cover — A 41-page B2B catalogue: every model, colourway and size run on one grid, so a buyer can order from it without calling.

Catalogue spread, velcro slides in eight colours — A 41-page B2B catalogue: every model, colourway and size run on one grid, so a buyer can order from it without calling.

Kubota S.A. interim report, second quarter 2026, cover — The same brand that posts about Barbie reports to investors every quarter, and has done so with us since 2022. Each report gets a campaign-grade cover from the current collection and up to forty pages of board letters, tables and statements set in the brand's typography: readable for an investor and still recognisably Kubota.

Kubota S.A. interim report, first quarter 2026, cover — The same brand that posts about Barbie reports to investors every quarter, and has done so with us since 2022. Each report gets a campaign-grade cover from the current collection and up to forty pages of board letters, tables and statements set in the brand's typography: readable for an investor and still recognisably Kubota.

"
Year three runs faster than year one, because the formats are already there.

Outcome

More than five years and over 1,000 deliveries through one repeatable process. Fewer review rounds per file, faster releases, and a brand that stayed consistent through its most visible moment, the stock-market debut, without hiring a separate agency for it.

Reflection

Long collaborations do not last on creativity alone. They last because the client knows what will arrive and when.

They are proactive, transparent, and truly care about the outcome. A reliable partner for any scale.
Alina SztochChief Executive Officer · Kubota Store

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Kubota

Content production system on a multi-year retainer, from social to the annual report

Campaign key visuals and social

The problem

Decisions

How we delivered

The work

Social, month after month

Black Week and Cyber Monday

Films and motion for social

Mailings: one campaign, two audiences

The brand in partnerships and retail

Shop window and trade-fair stand

Kubota at Biedronka: from the leaflet to the screen above the shelf

Wholesale catalogue

Quarterly reports for a listed company

Outcome

Reflection