Association of Equipment Manufacturers
Year of Action 2021
Objective
I Make America is the national grassroots campaign of the Association of Equipment Manufacturers (AEM), advocating for bipartisan policies that support manufacturing jobs and communities. The campaign seeks to empower equipment industry workers to take action on key issues through a platform that encourages engagement, measures impact, and builds shared purpose.
Roles
Illustration Design
Animation
Deliverables
Illustrations + Animations
Digital banners
Print ads
Timeframe
2 weeks
Launched: Apr 2021
Concept
In developing the visual direction, I explored ideas from gemstones and minerals to transportation, but a robot emerged as the strongest fit. Representing over 1,000 companies in agriculture and construction equipment, AEM highlights industries increasingly relying on robotics to boost productivity and competitiveness.
Process (and anatomy)
To bring the concept to life, I designed “Action Tron” aka a robot conceived as a gamified badge system that represents progress and achievement. Participants earn points by taking actions (share post on social media, contribute in community service, etc.) , advancing through levels until reaching a prize at level 5. As progress increases, the robot evolves from a simple form with minimal equipment into increasingly complex structures built from industrial components such as excavators, wrenches, screws, gears, and trucks.
