Bringing utility installation to the next level.
Ditch Witch
Against its namesake and in favor of efficiency, Ditch Witch has expanded their traditional operations and machine production into the Trenchless category. For years Ditch Witch has made product offerings among the top of the market, but they approached Sundberg-Ferar to help secure their place at the top for the mid-size horizontal directional drill (HDD) category.
Pulling from a Form Language developed during a tractor project between Ditch Witch and Sundberg-Ferar, the team evolved this into a Visual Brand Language for the HDD category, starting with the new JT40. The JT40 and AT40 were to hone in an all-new super ergonomic modular cab and an all-new overall appearance that would scream “Ditch Witch” from a mile away.
Market
Commercial Products
While initially approached to collaborate on a new look for the HDD line of products, SF worked with Ditch Witch to evolve the design direction from the trencher line into a new high-visual-impact, high-manufacturing-efficiency design theme for the next generation of HDDs.
Through extensive refinement, this theme consisted of a simple, gesturally and physically strong top cover and radiator cover that would carry the Ditch Witch orange, with simple sheet metal side-access doors in gloss black to mitigate any paint color mismatched between materials.
The development of the cab was extremely in-depth due to the intention to use it across all the larger models. A complex matrix of ergonomic viewpoints was created in the SF studio to assess and ensure optimal seating and controls positioning, and to evaluate unobstructed viewpoints across 5 different drill rigs. With the approval of expert drill operators, development was cleared to move forward and to this day, Ditch Witch can market the JT40 and AT40 as “Designed for the Driller.”
The appearance and construction of the cab keeps the same build methodology as the engine body, with a signature RTM Ditch Witch Orange side cap paired with black steel structure and flat panels to manage cost where possible. The interior of the cab has been compared to a Mercedes in the drill operator world, with unparalleled comfort and heads-up “down line” digital displays placed exactly where they need to be, and tinted windows on non-equipment facing glass to minimize glare and reduce fatigue.
The team far exceeded expectations with the JT40 cab and engine body – its usability and appearance are marked as a home run.
Ditch Witch: JT40 Directional Drill
A complex matrix of ergonomic viewpoints was created in the SF studio to assess and ensure optimal seating and controls positioning, and to evaluate unobstructed viewpoints across 5 different drill rigs.
Human Impact
Ditch Witch was able to reduce complexity with the new cab design, both for operators and for people involved in the manufacturing and assembly of the Ditch Witch drill products. With the cab design needing to satisfy requirements across 5 different drill rigs, unifying control layouts required an extensive collaboration of engineering, design, and ergonomics to compile needs of each machine into one layout.
Business Impact
The team’s work on the JT40 not only raised the industry standard of ergonomics for drilling machine operator cabs; the new design also reduced cycle times and boosted productivity for Ditch Witch, increasing their overall return on investment. The JT40 was also awarded two design patents and won the 2017 NASTT Abbott Innovative Product Award.
The design and ergonomics of the JT40 and AT40 are exciting innovations that Ditch Witch is eager to advertise, to the point of presenting these drills with much fanfare in an initial release event with an in-depth VR drilling experience for buyers and a continued place at the top of their product line. The JT40’s iconic engine cover design has also been translated by Ditch Witch into many of their new products to strengthen the brand’s visual brand language and recognition.
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