Faced with changing energy and environmental regulations, Sylvania Group wanted to develop the communication around its Build & Trust programme and assert its role as a partner to construction professionals.

The challenge: to design a document capable of making complex regulatory topics accessible, while highlighting the end-to-end support offered by Sylvania.

A unanimous welcome, internally and at trade shows

The result was visible without waiting for a single figure: at the following trade shows, visitors were unanimous about the quality of the new brochures. Internally, Sogitec's sales and technical teams finally have materials that live up to their expertise. A strong signal for an employer brand that now has the means to match its ambitions.

Your employer brand deserves the same attention

A product brochure is never just a sales document: it is also the first impression left on a future colleague. Do you want to give your industrial communication the coherence and impact it deserves?  

A sales tool that's operational from day one

The site now lives up to what Eclipse can do. A prospect landing on the homepage immediately understands who Eclipse is, what they do, why to trust them and how to contact them.

The News section feeds organic search with regular articles. The Careers section reflects a growing company. And the team updates the site itself, without friction.

That's what a good B2B website is: a business development tool that works for you around the clock.

Is your website misrepresenting you?

Agence Puck handles B2B website redesigns from A to Z (strategy, UX, design and development) for industrial, technological and international companies.

A picture is worth a thousand words. A video is worth a thousand more.

For an international brand like Case IH, video content is no longer an add-on to the communication mix: it is the format that brings social media to life, establishes brand image and builds, season after season, a genuine library of references for an entire community of farmers and professionals.

Puck supports Case IH across the entire value chain: from idea to shoot, from editing to distribution, from publishing to moderating the conversation.

Videos that showcase innovation and expertise

Every machine, every technology, every customer story deserves its own format.

Our production covers:

• New product launches
• Highlighting technical innovations
• Interviews with customers and specialists
• Capturing the highlights of events and agricultural shows

The aim: to turn technical subjects into clear, human content that people will watch to the end. In the field, the farmers themselves carry the message: proof before promise.

YouTube: a strategic showcase

Producing isn't enough. You also have to be seen.

We manage the brand's YouTube channel, which has become a reference for enthusiasts and agricultural professionals alike. Our mission: to turn every video into a lever for visibility and engagement.

In practice:

• Adapting to formats : long videos, Shorts, posts, each piece of content is adapted to how the platform is used
• SEO optimisation : titles, keywords, descriptions and metadata crafted to capture search
• Striking thumbnails, designed around current trends to trigger the click
• An editorial schedule aligned with brand highlights and the farming calendar

A well-optimised video keeps working for months after it goes live. That's where audience capital is built.

An engaged community, not just an audience

Publishing is talking. Replying is having a conversation.

We manage the community day to day:

• Replying to comments and technical questions
• Showcasing user feedback and content
• Moderating and monitoring conversations

These discreet but decisive actions strengthen proximity and humanise the brand's digital communication.

What video changes for the brand

Beyond views, the real stakes lie elsewhere:

• Making visible an innovation that can be hard to explain
• Continuously feeding social media and the dealer network
• Building a base of content that can be reused over time
• Creating a direct link between the brand and its users

Thanks to this video strategy, Agence Puck is helping to make Case IH a more visible, more engaging brand that is ever closer to its users.

End-to-end expertise

This project illustrates how we work:

• Understanding the product before filming
• Optimising each piece of content for the long term
• Keeping the conversation alive after publication

At Puck, we support B2B brands in producing video content that combines production quality, digital performance and community engagement.

Some of our recent work

A complete rebranding, from logo to trade show stand

The challenge was clear: to inject premium modernity without breaking with the DNA of a serious defence player, recognised for decades in its markets.

Agence Puck took charge of the redesign from end to end:

• Core identity: new logo, new colour palette, new typography. Each choice was driven by legibility in an industrial context and the credibility expected by institutional and military clients.
• Graphic system: development of a coherent visual language with graphic elements, pictograms for each area of activity (Systems, Simulation, Support & Services, Research & Innovation) and precise usage rules to guarantee consistency at every level.
• Print and digital materials: business cards, email signatures, product brochures, recruitment brochures, stickers, trade show stands. Every touchpoint was rethought in the new identity.
• Website: a complete redesign to anchor the new image online, the first point of contact for candidates and clients alike.

A brand that recruits as well as it convinces

The result goes beyond aesthetics. The new Sogitec identity does two things at once: it reassures institutional clients about the company's strength and seriousness, and it attracts talent who might otherwise have overlooked Sogitec for lack of a sufficiently modern image.

That's the real value of a successful rebranding: turning an image into a tool for business development and HR.

Your identity no longer looks like you?

Agence Puck supports industrial, technology and B2B companies in redesigning their visual identity, from brand strategy to rollout across all materials.

Amazone is a well-established brand in the agricultural world. But in the professional green space market, the challenge was different: to make the Profihopper stand out among audiences who don't instinctively associate it with their trade.

Landscapers, local authorities, greenkeepers, campsites, equestrian centres, parks and large estates: these professionals share a common need. To maintain quickly, well, often and in conditions that aren't always ideal.

The Profihopper therefore had a strong argument: its versatility. Mowing, collecting, scarifying, dethatching, mulching… a single machine can meet several needs, where other equipment quickly shows its limits, particularly when grass is wet, tall or full of debris.

So the task wasn't just to present a machine.
We had to create a message clear enough to explain its value, and striking enough to establish Amazone as a credible player in the green space world.

The problem: a high-performance machine, but still too little known

The Profihopper ticks many boxes for professionals: versatility, productivity, the ability to work in difficult conditions, optimised operating time.

But faced with a broad and sometimes hard-to-define audience, the risk was real: sticking to a message that was too technical, too rational or too close to a product sheet.

Yet in a market where the machine may be seen as more expensive, it wasn't enough to say it performed well. Its advantage had to be made immediately visible: showing that it replaces several uses, reduces constraints and can support professionals on very different types of terrain.

Our response: turning versatility into a creative idea

We worked on a simple concept: the Profihopper isn't afraid of anything.

The chosen route places the machine in an unexpected, almost outsized world: a setting of dinosaurs, tall grass and extreme terrain. A visual territory that gets the message across without detours: if the Profihopper can take on this setting, it can take on the demanding daily conditions faced by green space professionals.

The tagline “Profihopper, never afraid” sums up the idea in a few words.
It establishes the machine as robust, versatile and confident equipment, without entering into a heavy technical demonstration.

A campaign designed to leave a mark

The objective was twofold: to build awareness of the product and make its benefit immediately understandable.

The visual doesn't just show a machine in action. It stages a promise: being able to mow, collect, scarify, dethatch or mulch, even in conditions that look complicated.

This approach moves away from conventional, often very descriptive, professional equipment communication to create a more memorable territory. The tone remains concrete, but the image brings the impact needed to stand out with audiences who are heavily solicited and sometimes unfamiliar with Amazone in this market. 

Launching a product is one thing.
Creating a national event that mobilises an entire network and generates awareness for two months is quite another.

In 2025, Case IH entrusted us with the strategic and operational support of an ambitious campaign: turning a product release into a nationwide event roadshow.

And so was born the Axial Tour 2025.

Giving the event an identity

It all began with a conviction: to leave a mark, we had to create a genuine must-attend event.

Our support covered:

• Creating the “Axial Tour 2025” name
• Designing the event's official logo
• Developing a dedicated graphic identity
• Adapting materials for the entire dealer network 

The aim: to make the roadshow a strong, recognisable and shareable marker, able to live both in the field and online.

Orchestrating a national campaign

For more than two months, the event crossed France, stage after stage.

Our role:

• Coordination with dealers
• Setting up an editorial calendar 

Each dealer became an amplifier.

This groundwork guaranteed national consistency while giving each dealer the opportunity to communicate with their local community, with the brand's support and visibility.

Deploying a continuous digital presence

A physical roadshow is no longer enough.
It has to exist online.

So we deployed a comprehensive digital strategy:

• Personalised email campaigns 
• Co-branded social media posts
• Video content production (filming of field demonstrations,
  interviews with farmers and dealers, short formats for social media, long versions for YouTube...) 
• Ongoing community management (moderating reactions, highlighting photos and field feedback...) 
• Coordinated sharing with dealers (cross-sharing between national and local accounts, responsive content publishing...)

The event didn't stop at the demonstrations: it lived on continuously across digital platforms.

Creating engagement, not just visibility

Beyond awareness, the challenge was to:

• Bring the network together
• Generate traffic at dealerships
• Create moments of exchange
• Showcase the brand's innovation

Field feedback, social media shares and the involvement of the network confirmed the success of the operation.

The Axial Tour 2025 got people talking all over France.

A collective success

This project illustrates how we work:

• Building a clear strategy
• Creating a strong identity
• Orchestrating a 360° campaign
• Turning a launch into an event

At Puck, we support brands in creating campaigns that combine field, digital and network engagement. The Axial Tour 2025 is a fine example.

In the B2B world, an image is never decorative. It is strategic.
A premium shoot isn't just about “taking beautiful photos”: it addresses specific challenges of credibility, positioning and sales performance. But you still need to understand its logic, its organisation and its real added value.

Why invest in a premium B2B photo shoot?

Unlike B2C, B2B addresses expert, rational audiences who are often decision-makers. They don't buy on impulse, but on trust, proof and being able to picture the result. In the age of the selfie and easy photography, it's easy to underestimate the impact of a carefully constructed image.

What are the objectives?

• Strengthening brand credibility
  A professional, consistent and controlled image is immediately reassuring. It conveys the company's seriousness, rigour and high standards.
• Supporting a premium or expert positioning
  In industrial, technical or technological sectors, visual quality is seen as a direct reflection of the quality of the solutions on offer.
• Creating brand preference
  When offers are equivalent, it is often the image, the narrative and the ability to project oneself that make the difference.
• Optimising every touchpoint
  A well-planned shoot provides lasting material for the website, sales brochures, social media, trade shows, tenders and press releases.

In B2B, an image is a business tool, not just a communication medium.

The fundamentals of a premium B2B shoot

A shoot at this level relies on rigorous strategic preparation. Nothing is left to chance.

1. A brief 

Everything starts with a precise brief that will serve a strategy.

2. Organisation 

A photo shoot takes preparation. You have to bring in the right photographer, which is why it's important for an agency to have established partners with whom it has built a relationship over time and a smooth process. Never skimp on styling. The advantage is that photographers have working habits with their stylists, depending on the project. 

A premium B2B shoot relies on precise orchestration:

• Detailed brief (messages, uses, formats, constraints)
• Moodboard approved in advance
• Precise schedule (shooting time, sequences, teams involved)
• Stakeholder coordination (management, marketing, communication, production, photographer)

This rigour secures the final quality while optimising time and resources.

3. Selecting the right locations and sets

Whether in a studio or on location, they must be chosen with care.

In premium B2B, the setting is part of the message:

• Exceptional locations
• Industrial sites
• Offices, workshops, laboratories
• Customer environments or real-life settings

Locations must be authentic, controlled and aligned with the expected standards.

For locations that don't belong to the advertiser, it is often important to use companies that connect property owners with businesses. This also helps secure a precise contract. Insurance constraints shouldn't be forgotten either.

4. Technical excellence in the service of the message

The “premium” dimension also comes down to details:

• Mastery of light (particularly in complex environments)
• Quality of framing and perspectives
• Respect for graphic guidelines and brand codes
• Subtle, controlled post-production (without over-processing)

The aim is never to overdo it, but to serve the message.

5. A lasting investment, not a one-off cost

A premium B2B shoot is part of a long-term vision:

• Images that can be used for several years
• Multi-format adaptations
• Reuse across different materials and markets
• Greater consistency and brand recognition

It is a strategic asset that supports the company's growth, launches and visibility.

Below is a preview of the images from this shoot, reflecting creative and strategic excellence in the service of the brand:

The brand magazine: a strategic medium serving the relationship

At a time when attention is fragmenting and advertising messages clutter multiple media, the brand magazine is emerging as a powerful lever. More than a simple communication tool, it becomes a medium in its own right, serving credibility, awareness and customer relationships.

A magazine enables a brand to speak over time, free from short, ephemeral formats. It offers a space to:

• tell stories,
• decode trends,
• showcase expertise,
• give meaning to the products or services customers use.

Where advertising interrupts, the magazine creates a regular appointment and a chosen relationship with its audience.

A lasting, differentiating editorial pillar for the brand ecosystem

It is also a powerful differentiator. By becoming a content production tool, the brand positions itself as a reference in its market. It no longer simply sells: it informs, inspires and supports. This stance strengthens trust and engagement.

Finally, the brand magazine is a cross-functional, lasting medium. Available in print, digital or hybrid form, with a blog for example to multiply its audience, it feeds social media, the website, sales activities and internal communication. When well thought out, it becomes a pillar of the brand's editorial ecosystem.

How can you guarantee consistent communication when a B2B brand relies on a large network of dealers, each with their own constraints, priorities and pace?

It's a question many industrial brands ask themselves. Parts & Service, the parts and service brand of the CNH Industrial group, answered it by structuring its local communication around a web-to-print solution.

A classic challenge for B2B networks

Parts & Service works with a network of dealers responsible for passing on its offers to end customers. Flyers, posters, brochures, promotional materials: the needs are numerous, recurring and often urgent.

As in many B2B organisations, local communication rested on a fragile balance:

• central teams concerned with brand consistency,
• points of sale seeking autonomy and responsiveness,
• lead times that were sometimes incompatible with realities in the field.

The result: a heavy operational workload for marketing, multiple rounds of back-and-forth and a brand image that wasn't always uniform.

The real problem: producing quickly without losing control

The issue wasn't so much producing more materials as producing better ones. How could dealers be allowed to customise their communication tools while respecting the brand's graphic guidelines, key messages and marketing requirements?

This is precisely where introducing a web-to-print solution made perfect sense.

A platform designed as a business tool

Rather than a simple production tool, the solution deployed for Parts & Service was designed as an organisational lever.

In practice, it makes it possible to:

• access a library of brand-approved materials,
• customise certain elements (offers, contact details, QR codes, local logos),
• generate print-ready documents that comply with the brand guidelines.

Dealers gain autonomy, while the brand retains control over its image and messages.

Concrete benefits for the brand and its network

Introducing web-to-print on the platform developed by the agency quickly delivered tangible results:

• Time saved for marketing teams, freed from repetitive requests,
• Faster rollout of local campaigns,
• Stronger visual consistency across the entire network,
• Greater sales effectiveness, with materials adapted to the realities of each point of sale.

Beyond the tool itself, the entire relationship between the brand and its network has become smoother.

The agency's role: framing, structuring, supporting

The success of the project doesn't rest on technology alone. Above all, it comes down to the support provided: defining customisation rules, structuring content and anticipating how the tool would be used in the field.

For Parts & Service, the agency played a key role in linking brand strategy, operational constraints and user experience, an essential approach to turning a digital tool into a genuine performance lever.

Web-to-print: a catalyst for B2B consistency

In a B2B context where networks are under increasing demand, web-to-print is emerging as a pragmatic answer: granting autonomy without losing control.

For Parts & Service, CNH Industrial, it has become a pillar of local communication, serving both the brand and its partners in the field. Proof that in B2B, performance also depends on better content organisation.