I was blown away by how cool their technology is
Precision Planting
IDENTITY | STYLE GUIDES
STRATEGY | DESIGN | CONTENT | BUILD
When you’re beating John Deere and Case IH at their own game it is a real accomplishment.
Their in-person rap was captivating. But they didn't know how to communicate effectively in other ways. This dramatically limited their sales reach and that's not good.
I started by getting their brand right and set a tone that was accessible and believable.
Sitting at their Winter Conference it hit me.
I was in the lunchroom after the morning sessions. I sat down at one of the long lunch tables and started talking with some of the farmers.
I'm pretty disarming so we got to some straight talk fast. They were excited by what they were seeing, but serious and concerned.
If the claims they were hearing were true then these products could dramatically improve their yield. But they were a big investment.
If they got this choice right their farm was profitable. If they got it wrong they might fall behind.
Their livelihood depended on this choice.
The client ask was to explain complex products based on new thinking. Most farmers hadn’t heard of these new approaches and many found the claims hard to understand or believe.
That’s a big ask.
It took time, but I got it. The result was the foundation of all messaging.
It's key the client continues their conversation with the customer.
I developed information and engagement solutions to unify and simplify customer interaction.
I developed a banner campaign to accompany the launch of the site.
Each banner explains one product or product benefit and reinforces the new brand identity.
This unit is Topic #4, GREEN ON THE CURVES.
This unit is Topic #7, CONTROL & ACCURACY.
