A marketplace where
the heavy machinery
industry meets.

What we made.

Yellow Advisor is a heavy machinery marketplace and expo. Buyers discover brands and models, evaluate used equipment and read reviews; brand owners and manufacturers list and partner; the platform organises everything across construction, agriculture, mining, manufacturing and transportation.

We led product, brand and engineering across the full surface — the catalogue, the marketplace, the partner program and the editorial reviews layer on top.

What had to be true.

An industry that still buys via PDFs and trade-show catalogues. The brief was to put the catalogue, the marketplace and the reviews under one roof — without losing the trust signals that close a six-figure equipment deal.

Two audiences with different jobs to be done: buyers who want to research, and brand owners who want to be found. The site has to serve both without feeling like two products bolted together.

How we worked.

We built around two parallel surfaces — discover (brand & model catalogue) and trade (used-equipment marketplace). Search is specific (brand → model → year → spec); the homepage reads like an industry magazine.

The brand-owner partner program got its own onramp: a clear partnership pitch, lightweight onboarding, and a structured listing template that scales across thousands of models.

What shipped.

• 01A unified machinery catalogue spanning construction, agriculture, mining, manufacturing and transportation.
• 02A marketplace flow for buyers and a partner program for brand owners and manufacturers, on the same platform.
• 03Editorial reviews that give buyers confidence at the moment they're choosing between models.