We were blown away by how cool their technology is
Precision Planting / Monsanto
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.
We started by getting their brand right and set a tone that was accessible and believable.
Sitting at their Winter Conference it hit us.
We were in the lunchroom after the morning sessions. We sat down at one of the long lunch tables and started talking with some of the farmers.
We're 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.
We spent weeks in conversations with the product development teams and support staff. And we drove out to more than a few farms. It took time, but we got it. The result was the foundation of all future messaging.
One of the hardest things we do is to insure the client continues the conversation with their customer.
We developed the AGInsights program and insured they had the internal workflows in place to continuously develop content. It had a custom backend that allowed publishing to be fast and easy.
They interact with every customer during initial installation and set-up. There was a huge focus on how this customers support experience could develop a long-term relationship with the consumer.
With an email toolkit and a social media campaign for client engagement Precision became the industry source for "what's next". No one else in AG came close.
We developed a banner campaign to accompany the launch of the new site. The design is clean with a lot of open space so they stand out amongst the chaos of most AG sites.
The series ran for two years with consistently high performance metrics.
Each banner explains one product or the concept behind a product benefit. The products had new capabilities and required explanation. The design did double duty. They relay focused / clear information and reinforce the brand identity.
This unit is Topic #4, GREEN ON THE CURVES.
This unit is Topic #7, CONTROL & ACCURACY.
