Offering services to help increase farming profitability, Origin Enterprises approached us for help in merging two well established companies in the UK – UAP and Masstock. With their aim of delivering the best support and technology to farmers they needed help in positioning, branding and uniting the new entity.
With the normal sensitivities around mergers it was crucial to involve staff from both organisations at the start of the process. Although a series of workshops identified a set of complementary values for both businesses, there was a common fear that the scale of the new business would make it cold and commercially driven.
With the new organisation boasting extensive research and development capabilities, ASHA identified the need to develop a positioning that recognised the value of expert insight and advice as well as the scale of the business behind that offering. By taking the combined strengths of size and agricultural insight, ASHA created the positioning – ‘agri intelligence offered by a new agri culture’. With the generative idea of ‘two to the power of one’ we captured the importance staff placed on the one-to-one relationship between the farmer/customer, and the agronomist.
In their September 2014 preliminary results Origin Enterprises reported a continued growth in revenues and profits for Agrii, together with a strong operational performance.
Following the merger between three companies, we worked with ASHA to position, unite and brand our new entity. As a result of the consultation process, ASHA developed the positioning – agri intelligence offered by a new agri culture. This thinking drove their creation of a unique mark that encapsulated what we stand for and a design that stood out within our sector. Having created the new identity, we worked with ASHA to facilitate a company-wide rebranding project which included vehicle livery, sub brand policy, signage and a compelling launch video and staff pack.
Immy O’Keeffe, Communications Officer
Guys, when we first met (and it looked like Origin was the answer for the name) I was sceptical about how you would help us, but how wrong I was and boy I’m glad we progressed!
Taken from an e-mail from Mark Thomas, Head of Marketing and Communications, Agrii