Offering services to help increase farming profitability, two well established companies recently merged with the aim of delivering the best support and technology to farmers across the UK. When the new organisation approached ASHA, they needed help in positioning and branding the new entity.
With the normal sensitivities around mergers it was crucial to involve staff from both organisations at the start of the process, and a series of workshops were conducted. The output identified a set of complementary values for both businesses, and a common fear that the scale of the new business would make it cold and commercially driven. It also highlighted the importance of the one-to-one relationship between the farmer/customer, and the agronomist.
What we did:
Memorable, distinctive and bold. The name was crafted to symbolise two companies coming together with a hidden plus sign between the ‘ii’s, underlining the positive relationship between Agrii's customers and employees, between the farmer and the agronomist.
Mark of excellence
The new identity has a mark of excellence. The ‘ii’s combine to express an idea about Agrii's people, products and the way they see and do things differently. It signals the innovative solutions and high standards Agrii brings to the world of agriculture and horticulture.
The mark of excellence provides a subtle and sophisticated way of branding workwear and clothing.
The business cards provided an ideal opportunity for celebrating individuals whilst acknowledging the support and infrastructure of the organisation behind them.
The identity was rolled out across all company vehicles ranging from Sprinter vans to curtain sided lorries and supply trucks.
A comprehensive signage programme was established across all sites in the UK.
Internal launch pack
To launch the brand internally, all employees were given a pack containing two lapel pin badges, a USB card containing the launch video, a set of personalised business cards and a brand leaflet introducing them to the brand.
The website was created to reflect the new brand.