Photo: Lely.
Since its founding in 1948, Lely has played a leading role in the development of innovative agricultural technology. Over the decades, its global reputation has grown—thanks in large part to the revolutionary milking robots that transformed the industry. With the family company’s 75th anniversary on the horizon, the time had come to capture its colourful history. Dex was honoured with the task of creating a memorable anniversary book.
It all started with a dream—the dream of CEO Alexander van der Lely, to be precise. With the milestone celebration approaching, he realised that the company’s treasure trove of stories and memories was in danger of fading. It was time to document these moments before they were lost for good. When Lely reached out to Dex, we were not only honoured—we were genuinely excited to take on the challenge.
452 pages
From the very beginning, Dex was fully committed and deeply involved. We didn’t just document the company’s timeline—we made it shine in the form of a beautifully designed book. In close collaboration with Lely, we shaped the concept, the stories, the imagery, and the layout with care, passion, and precision. We brought in Sander Grip for the writing, Marieke Odekerken for photography, and our design partner carenza* for the visual identity.
The result? A stunning 452-page publication, printed on sustainable paper that reflects Dex’s commitment to quality. The white cover, embossed with a golden cow, is minimalist yet striking. A total of 4,000 copies were distributed to family members, employees, and others who helped shape Lely into the company it is today.
Across countries and generations
But this book is far more than ink on paper. It’s a living tribute to 75 years of boundary-pushing innovation—filled with milestones, anecdotes, and breathtaking photography. Above all, it’s a celebration of the people behind the success: 75 individuals of all ages and backgrounds. From visionary leaders to those who make a difference every day, from assistants to the minds behind the milking robot—their stories form the beating heart of the book.
To make it happen, we crossed borders and travelled far and wide—from the Netherlands to Switzerland, from Hannover to Milan—conducting personal interviews and ensuring that every detail came together as a cohesive whole.
A dream fulfilled
Thanks to seamless collaboration between the Dex team and Lely’s unwavering dedication, the project ran like clockwork. No small feat, considering its immense scale.
The book’s launch at the anniversary celebration was the crowning moment. Surrounded by a lavish feast catered by none other than culinary legend Herman den Blijker, and with an enchanting performance by illusionist Victor Mids, Alexander’s dream came to life.
It was an honour to be part of such a remarkable project. The trust placed in us by a globally respected brand like Lely speaks volumes. We didn’t just document their history—we helped safeguard a legacy for generations to come. So with heartfelt pride, we say: mission more than accomplished.
We are Dex. Creators of communication.