TRAX Equipment

What defines farming innovation in New Zealand?

Taking a strategic approach to business development and customer engagement makes all the difference.

The team at TRAX Equipment (under the umbrella of Ag-Tech Industries) has been serving New Zealand’s farming communities for nearly 50 years. Back in the 1970s, they began by manufacturing farm-related products from canvas and leather, like truck covers and saddlery. Over the years, as horses were replaced with machinery, they switched gears to specialise in the design and manufacture of a range of quality accessories for quads and UTVs on New Zealand farms.

The Level team has enjoyed helping TRAX Equipment evolve their business yet again, through the development of a comprehensive marketing strategy, company rebrand, a fresh new approach to the company’s marketing, as well as helping the team to strengthen key relationships with customers and across the industry.

Our mahi to date

  • Brand Strategy
  • Logo & Identity Development
  • Brand Story & Messaging
  • Website Design & Development
  • Digital Marketing
  • Collateral Design & Production
  • Packaging & Point-of-Sale

Creating a new look brand for a company with a long and successful history can signal positive and exciting change to both your customers and your industry.

A key step in helping TRAX Equipment was the amalgamation of the company’s three market brands under Ag-Tech Industries: Quadguard, Lifeguard and TRAX Equipment. All three brands were successful in their own right but they presented a missed opportunity when it came to shared brand equity, as well as the efficiencies that come from managing and growing one brand, rather than three.

We worked closely with the TRAX team to bring their brands together under a new look TRAX Equipment brand that builds on – and strengthens – the existing recognition of the TRAX name, particularly in the rural sector.


Having a clear plan to build brand awareness is important, especially when you're working across multiple channels, including website, digital, packaging, print, point-of-sale collateral and customer and dealer relationships.

With the established new look brand in place, we then worked closely with TRAX Equipment to implement their new look across all channels. A key step in this process was to take their customer’s on a journey to explain the brand change and signal the positive shift in the company’s brand evolution.

Some of these channels and activities were new (based on our marketing strategy) and included print and digital advertising, point of sale collateral, packaging redesign, sales material for retailers, website design, social channels (Facebook and Instagram), Google My Business, product catalogues, e-newsletters, seasonal campaigns, branded merchandise and the development of relationships with key customers and industry representatives.


"After years of trying all sorts of different things with our branding, we finally engaged Level who helped piece together our ‘branding jigsaw’ and build a solid platform that we can now work from. They help us know how to use our brand properly in view of adding value to our own company as well as adding value for our awesome customers. Highly recommended and thanks so much!"

The TRAX Team

TRAX Equipment_Social

We continue to work alongside this innovative Northland company, supporting them to stay relevant in this changing world while helping them find new ways to connect to customers, build brand awareness and strengthen key relationships with dealers, even during everything Covid has thrown at them. Our mahi with TRAX Equipment is a great example of the success that can be achieved by staying agile and being open to new ways of working, even when the going gets tough.