Meet the Movers that Move Our World
Moving the materials that matter is vital work.
For 100 years, Graco has engineered the products that keep our lives moving forward, yet few knew their story. We were tasked with creating a brand that honored their legacy of exceptional fluid-movement solutions and put their historic performance at the forefront of tomorrow’s possibilities.
The Graco Story
Two brothers, a garage and the tenacious pursuit for an exceptional solution. That’s where the Graco story began. For nearly 100 years and counting, our innovation-led strategy has been the driving force behind moving the materials that matter. Every product we’ve developed and expertly engineered has been done in a way to move, measure, control and dispense fluid and powder materials in the most efficient way possible.
But efficiency is just the beginning. With our customers, distribution partners and a world of people relying on the performance of our products, everything we put out into the world is manufactured to guarantee ultimate user safety and contribute to an outcome that exceeds a job well done.
From developing solutions that help make a house feel like home to manufacturing the vehicles that take us where we need to go, Graco proudly supports the people completing the vital work that moves our world forward with industry-leading expertise and technologies that deliver unparalleled innovation. And since the world continues to move forward, so do we. Backed by a team of more than 4,000 people in over 100 countries around the globe, our customers can count on products that exceed exceptional everywhere, every time.
Brand Voice & Tone
After telling the Graco brand story, we needed to cement their brand voice and tone to reflect their steadfast performance with their ambitious pursuit for excellence.
The Graco brand voice is assured and experienced. This is a brand that speaks with absolute confidence because it has put in nearly a century of top-tier work in an industry that it continues to push forward. That confidence does not prohibit collaboration. In fact, it encourages it and welcomes new partnerships to develop the safest and most innovative products that help our customers move materials that matter.
Moving Materials that Matter
Our tagline represents how we support our customers. They are bringing to market products that are essential to our daily lives and solutions that move our world forward. They make the materials, and we move the materials that matter.
Brand Values & Headline Executions
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Reliability Under Any Circumstances
Moving what matters. No matter what.
Redefining dependability.
The promise of superior performance.
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Customer-Focused Innovation
Expertly engineered for legendary performance.
Made to move what matters.
Moving the world forward.
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Uncompromised Commitment to Safety and Quality
Setting the bar for safety standards.
Safety at the forefront of all things.
Unquestionable quality.
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Succeeding As One with Our Customers
Overcome as one.
Moving forward in stride.
Success is a joint effort.
Graco Employer Brand Work
After the launch of their new brand story and look, Graco approached us to help them unify their disparate teams under one voice. This work included an employer narrative, mantra, and LinkedIn profile banners.
Employer Narrative
Our foundation is strong. Our performance, legendary.
At Graco, how we move materials extends beyond the physical motion of it. Every day, and for the last 100 years, we lay the groundwork that powers the doers who move our world forward.
We’re proud of our work and collaborate in the spirit of purposeful innovation. We’re fluid in our solutions and steadfast in the quality of products. Central to our culture is a commitment to always make it right and make it better because our most vital industries depend on us to do so.
We set the pace for how the world moves because we continuously outpace ourselves.
We’re experts in many skills because we’ve brought the best of the best under one roof. Our distinct paths always merge into one, united vision for better.
It’s the baseline we measure up from, so we always continue to exceed exceptional. As one team, one Graco, from now until the world stops moving.
Employee Mantra
Movement is our heartbeat. The rhythm that propels us forward.
You can hear it on our factory floors.
Feel it in our machinery.
See the pulse of our productivity.
But a heartbeat is just tempo without a body to drive it forward.
The movers of the world need our steady hands to craft their products, trusted voices that cut through the noise, and trained eyes that seek out new paths ahead. Every person, across every division, is the lifeblood that keeps the heart of movement beating.
Though our work courses through many veins, we remain at our strongest when we pursue every single path together. That’s how we make it right every time.
We move with courage.
We move with confidence.
We move as one.
Client: Graco
Agency: Yamamoto
Date: 2024-2026
Creative Director: Vince Koci
Senior Copywriter: Alyssa Engsberg
Senior Art Directors: Emilia Johansen & Ericka Wallis