ArthurSteenHorneAdamson

Agrii

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:
Brand Strategy
- Positioning
- Naming
Brand Identity
Guidelines
internal Communications
Logo
Workwear
Stationary
Launch collateral
Livery
Photography
Website
Advertising
Website
Signage

Agrii Marque
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 the Agriis' customers and employees, between the farmer and the agronomist.

Marque of excellence

The new identity has a marque 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

Workwear

The marque of excellence provides a subtle and sophisticated way of branding workwear and clothing.

3 dimensional symbol

The marque of excellence also provides an ideal branding tool for creating gifts or award pieces.

Personal business cards

The business cards provided an ideal opportunity for celebrating individuals whilst acknowledging the support and infrastructure from the organisation behind those individuals.

Livery

The identity was rolled out across vehicles and is being applied to signage across the UK.

Advertising campaign

ASHA developed the advertising campaign ‘Two to the Power of You’ to launch the brand externally. Aimed at farmers, the campaign aimed to convey the power of individuals working together to deliver unrivalled expertise and support to the increasingly demanding task of farming.

The new brand photography celebrates individuals working together

Exhibition pop up banner

Internal lanuch 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.