When you need to showcase a farmer others in Africa can aspire to, a representative farmer alongside his tractor that could have been taken in Kenya, Namibia or Ghana, the selection of the right model is crucial.
Yet, one image can build a brand… The photo has been used in many a brochure, on advertising material and billboards across the continent, supporting our belief that a brand is not a logo, product or a CI manual, but a person’s gut feeling about a brand.
When you need to showcase a farmer others in Africa can aspire to, a representative farmer alongside his tractor that could have been taken in Kenya, Namibia or Ghana, the selection of the right model is crucial.
Yet, one image can build a brand… The photo has been used in many a brochure, on advertising material and billboards across the continent, supporting our belief that a brand is not a logo, product or a CI manual, but a person’s gut feeling about a brand.
When you need to showcase a farmer others in Africa can aspire to, a representative farmer alongside his tractor that could have been taken in Kenya, Namibia or Ghana, the selection of the right model is crucial.
Yet, one image can build a brand… The photo has been used in many a brochure, on advertising material and billboards across the continent, supporting our belief that a brand is not a logo, product or a CI manual, but a person’s gut feeling about a brand.
SAMAC
Out with the old in with the new!
MGK (Magalies Koöperasie) wanted to renew their look, to align them with their motto of supplying the farmer with all his production needs, and with this, playing an important role in his success by being a supplier of expertise in this industry.
On request of the client we made use of an existing shape in their previous brand that looks a bit like a rainbow or a sunset, but we wanted to communicate the idea of supplying the farmer with all his production needs under one roof, so we incorporated the shape of a warehouse.
We used the bright red to differentiate OBARO from the typical agricultural companies’ colours, greens and blues, that represent crops and water. One of the core brand disciplines we adhere to is to be distinct and stand out.
SAMAC
Out with the old in with the new!
MGK (Magalies Koöperasie) wanted to renew their look, to align them with their motto of supplying the farmer with all his production needs, and with this, playing an important role in his success by being a supplier of expertise in this industry.
On request of the client we made use of an existing shape in their previous brand that looks a bit like a rainbow or a sunset, but we wanted to communicate the idea of supplying the farmer with all his production needs under one roof, so we incorporated the shape of a warehouse.
We used the bright red to differentiate OBARO from the typical agricultural companies’ colours, greens and blues, that represent crops and water. One of the core brand disciplines we adhere to is to be distinct and stand out.
John Deere Financial
We were approached by John Deere Financial to develop a campaign depicting an adjustable interest rate according to variables in structured finance. The interest rate could be structured according to the package the client desired – they could essentially determine their own rate by, for example, the deposit they were willing to pay, or the loan term.
We settled on a rain meter as a known icon in the agricultural sector where every drop counts. The rain meter was to be converted to a rate meter – including the indicators – the interest rate scale and the deposit scale.
The imagery of the adjustable rate on the rain meter crossed over into reality with a rain meter branded as a corporate gift to clients of the company. What made the rain meter even more effective and truly poignant at the time was that the country had just started recovering from a drought that lasted four years.
When the right and left brain work together, you build a charismatic brand with very positive results on the bottom line.
John Deere Financial
We were approached by John Deere Financial to develop a campaign depicting an adjustable interest rate according to variables in structured finance. The interest rate could be structured according to the package the client desired – they could essentially determine their own rate by, for example, the deposit they were willing to pay, or the loan term.
We settled on a rain meter as a known icon in the agricultural sector where every drop counts. The rain meter was to be converted to a rate meter – including the indicators – the interest rate scale and the deposit scale.
The imagery of the adjustable rate on the rain meter crossed over into reality with a rain meter branded as a corporate gift to clients of the company. What made the rain meter even more effective and truly poignant at the time was that the country had just started recovering from a drought that lasted four years.
When the right and left brain work together, you build a charismatic brand with very positive results on the bottom line.
Agbiz
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The Agricultural Business Chamber’s brand identity was in dire need of an overhaul with the logo having been scribbled on a serviette during a board meeting in the organisation’s early days of existence.
One of the challenges set before us was the threefold end user we had to keep in mind:
Members (on-boarders who needed to understand the value of their membership)
The agricultural industry (from where new members would most likely be forthcoming)
Government (those who will be lobbied on behalf of the industry)
The Agricultural Business Chamber stays abreast of all things agriculture within South Africa’s economy, but it is also an influencer. It aims to promote a secure economic environment for its members who span a broad range of companies, from cooperatives and financial institutions to animal health companies and other organised agricultural institutions.
If they all rallied together in one spot to direct a targeted offensive on policy, they would be so much more effective. And pinpointing their power at the portal of Agbiz would do the trick.
As such the GATEWAY to prosperity features as a point of entry to a promising future with a kind of a portal depicted in the logo. But it is not merely a gateway. Agbiz is “the way to prosperity” as the slogan states.
Creativity is what gives brands their traction in the marketplace.
