WinField United Breaks Norms with Honest Ag Campaign
Branding and Identity
About WinField United
New competitors and technologies have disrupted every facet of agriculture and farming. We needed to prove to farmers that WinField United is the smart, norm-breaking, ag-tech partner farmers need to take advantage of these changes. When research told us farmers want partners they can not only trust but can also relate to, we knew it was time to cut the bull and ditch the agricultural clichés. It meant having honest, straightforward conversations. It meant talking to farmers like farmers. And it meant having a little fun along the way.
If you want to get noticed, be bold. If you want to be trusted, be honest. This campaign does both.
An anthem video with a blunt tone and jarring visual system put the whole industry on notice.
Our eye-catching rebrand let WinField United communicate with farmers in a timely, honest and approachable voice.
WinField United could now use a confident tone to speak to farmers in a fresh, bold voice.
The old expected earthy color palettes and overly sentimental photography were replaced with disruptive uses of color, a graphic approach to imagery and an emphasis on bold typography.
We created mini book inserts to launch our message with custom content.
Partnerships with The Progressive Farmer and Successful Farming allowed us to create truly standout media placements.
The rebrand also allowed us the freedom to completely rethink WinField United corporate materials, including the Answer Plot® annual report.
Working with you has energized us. Your honesty and sincere partnership uncovered the core of our brand. And bringing us into the creative process was key. Together, we’ve created meaningful, powerful work that’s inspiring a band of Honest Ag activists.
Tim Scott, Chief Marketing Officer, Land O’Lakes
