FARMSMART Brand Strategy

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.

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. 

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.