Lely International

Farmers value direct contact with people who understand their world. To support Lely’s growth, we designed easy‑to‑use digital touchpoints that work alongside local, personal service. The digital experience had to build the brand in a future‑proof way while keeping relationships and empathy at its core.

Strengthen the Lely brand experience and reinforce Lely’s global position as a farming innovator through an improved customer experience (CX) aligned with the Lely CX programme.

A future‑proof brand grows from its roots. For Lely, that means pairing a rich agricultural heritage with clear evidence of technical innovation.

We chose content that shows technology in the farmer’s context. Photography guidelines focus on environmental portraits of farmers with livestock and Lely solutions, making complex equipment relatable. Classic iconography and technical drawings signal craft, care and continuity.

Innovation
With our 3D partner 270 Degrees, we defined a style for 3D renders and data visualisations that showcases Lely’s engineering strength. Scrollytelling on product pages lets visitors explore models and features from multiple angles. Minimal, precise charts make impact easy to grasp, reinforcing Lely’s commitment to innovation.

A seamless experience depends on delivering the right content, in the right context, at the right moment. We mapped the journey, defined what information each step requires, selected the best channels to deliver it, and clarified the website’s role in directing visitors to the right place online or offline.

Local on a global scale
Farming is local, Lely is global. Alongside the global site, we created country sites that highlight nearby Lely Centers and local farmer stories. This keeps standards consistent while making the brand feel close to home.

Total solution provider repositioning
Lely is more than products. Consultancy services help farms stay resilient. Together we repositioned Lely from product‑led to total solution provider. On the site, services sit alongside products in the main navigation. Product pages add context with links to relevant services and real farm stories, framing each machine as part of a complete system.

The careers story balances heritage and innovation by role. To compete with tech employers for data and engineering talent, we highlight Lely’s technical challenges and products while keeping a sense of familial warmth. For roles closer to the farm, such as Experience Center teams, we emphasise the daily reality of farming life and the purpose that comes with it.

Together with the Lely team we created a user‑friendly, future‑proof Lely.com that generates more leads and invites farmers into the Lely experience. The website is developed with the following key pillars in mind:

A seamless interaction with the Lely brand, integrating online and offline.
A personalised experience that makes complex decisions easier.
Improved speed, flexibility, simplicity, clarity and ease of use to support the journey and increase conversion.
Support for IT requirements and content governance to scale globally.

Launching the new website is the first step in our partnership. Phase two will focus on improving the CX of other touchpoints across Lely’s ecosystem.