FARMSMART Brand Strategy
Opportunity
Nutrien Ag Solutions wanted to define their commitment to sustainability and the programs and initiatives they offer growers to help them realize additional revenue streams through a new brand, FARMSMART. Their goal was to stand out across North America in what can be considered a crowded space. The number of organizations vying for a grower’s attention when it comes to sustainability is high, with varying degrees of connection to the industry. Defining this brand successfully would mean setting Nutrien Ag Solutions apart from the rest of the players in the space and clearly communicating their connection to the industry.
Insight
As we began our research and brainstorming, we discovered many of our competitors in this space focused first on the value to the industry or broader economy and less so on the individual grower. Nutrien Ag Solutions had a competitive edge in the fact that they already have a direct line of communication to growers across North America in the solutions they provide tied to seed, protection and nutrition and the associated services.
When defining FARMSMART, we wanted to ensure we were “grower-first” in outlying the practices and products they could employ, the measurement models they would take advantage of, and the revenue streams and market access opportunities that they may gain access to. This brand wasn’t meant to reinvent the wheel when it came to how growers planted and harvested their crops, it was meant to recognize growers for the things they’re already doing and identify new opportunities that have benefits across their operations.
Output
We wanted the brand to evoke a sense of inspiration for the future of sustainability, firmly rooted in proof and expertise. We chose to convey this through a bold visual identity filled with emotional imagery, clear messaging, and visionary graphics.
The visuals are carefully crafted to position FARMSMART as an industry leader by incorporating elements that are unconventional within the sustainability space. FARMSMART doesn't shy away from standing out, and the bold identity reflects this confidence. The dark, rich color palette sets FARMSMART apart from its competitors.
THE RESULTS
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118%increased Website Traffic
With only having launched this brand internally, we can look at its success by noting a 118% increase in organic website traffic and 11.29% increase in time spent on the FARMSMART (formerly sustainable agriculture) landing page compared to the previous period.
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11.29%increase in time spent
This indicates a lift in interest in the FARMSMART brand during the retail kits' delivery period.