Archive
Archive
After over 100 years in operation Fruit Growers Supply needed to take a new direction. They needed a brand and they needed the tools necessary to speak to their audience as well as their stakeholders. Through branding, research, strategy, design, and marketing FGS was given a voice, a new set of tools, and a clear path to success.
This new branding was a revolution in FGS' marketing department. Where once there was dated and unappealing branding, there was a comprehensive and effective kit of tools allowing the team to create print, digital, and social media campaigns for the first time in a generation.
Through research it was found that legacy is particularly important to growers, packing companies, and irrigation customers. This was a brand they had been interacting with for generations and could not be thrown out for something totally new. In this case, authenticity in branding meant a brand that felt like it belonged in a long established community. This authenticity was critical.
Extensive internal and external research lead to a series of market reports outlining who the customer is and how to market to them. This included many visits to retail locations, corporate offices to sift through company records, and visits to growers communities. These reports included detailed plans of execution which gave the marketing team the guidance they needed to effectively use this new brand.
The following is a small sample of the work delivered over the course of 2 years including vehicles, retail spaces, and marketing materials. This was a long enough time that we were able to track the rise in social media numbers and ad conversions. Using this data, fine tuning was done to design and marketing campaigns to make them even more effective.
The following is a sample of art directed photography that was taken to give FGS a bank of images they could use to source any and all marketing and internal communications.