Fanning the flames
Food production is becoming increasingly complex and its future less certain due to environmental, regulatory, financial and societal obligations. The need for innovation in the ag sector has never been more critical. To ensure our farmers and growers are here for the long term, leading nutrients and fertiliser company Ravensdown, identified the need to bring smart, tested, practical solutions to market faster through the establishment of a venture capital business.
The category norm
The ag ventures category is fairly dry and functional, with a common ‘shaping the future of agriculture’ narrative and language told in a very generic way. They all have the compulsory ‘why’, lots of ‘what we do’ and very little ‘how we do it’. Website structures and content are very similar and quite functional. There are no examples of a proposition or story being tailored to specific audiences. In general, venture firms tend to outline their focus areas and present a passive contribution without reinforcing their role.
The standout idea
We identified an opportunity to launch Ravensdown’s venture business with a more distinctive proposition, identity, story narrative, launch website and collateral.
The first step was to review each stakeholder, capture the relevant dynamics, understand their primary driver and define what its greatest value to them would be.
Next, we defined the building blocks of the brand: unique strengths, space it needed to own and what sets it apart. Then we brought it all together in a single organising idea: Cultivating agtech innovation.
This was then translated into a name – Agnition – and positioning statement – Igniting agtech innovation for a better New Zealand.
Outstanding execution
Having established the character of the brand (Purposeful, Responsible, Collaborative, Clever) and tone of voice (Active, Positive, Confident, Generous), these informed the identity, story narrative, launch website and collateral.
Client
Capabilities
- Brand & Experience
- Creative & Design
- Digital & Platforms
Brand development
Website
