Keep Growing Agronomy Hubs: Summer Plot Tours
Pioneer Agronomy Centres (PAC) needed to re-brand to include Corteva Agroscience’s new products including Pioneer Seeds, crop protection, seed applied treatments and new seed brand Brevant Seeds.
Rebrand PAC’s plot tours by developing a new name that would incorporate Corteva Agriscience’s two main seed brands, Brevant Seeds and Pioneer Seeds, and their other product brands. We were also charged with developing plot tour signage, collateral and various elements that would support small and large plot tour events.
One of the biggest challenges was developing all the different pieces for each brand separately, and together because each brand wanted their own autonomy at the event. The dual or rebranded signage would be a problem for some. Another challenge was coordinating delivery of so many elements to so many different locations in Ontario and Quebec. There were 13 in total and one big event at Canada’s Outdoor Farm Show to launch Corteva Agriscience externally to their reps and customers.
Hart Direction developed the new name “Keep Growing Agronomy Hubs”, derived from the existing Corteva tagline, “Keep Growing”, and graphic themes.
We equipped each crop tour plot located in Ontario and Quebec with themed collateral to hold informational and branded events for their reps, retailers, stakeholders and customers. It was important for all brands to be equally represented, but also interchangeable. We developed customized frames to easily swap signage for each branded event, when applicable. Each site was equipped with a storage container to house all the event elements, along with a PowerPoint presentation detailing set up and event pieces.
We collaborated well with the Corteva team to manage the delivery of each item to meet the tight deadlines. Since we were planning for future plot tours, developing and producing an interchangeable sign concept meant it could be around for a while, along with other hard fixtures they could use year after year.
Brand and marketing tactics:
- Informational storyboards
- Product booklets
- Signage and flags
- Custom design T-shirt for each entity and language
- PowerPoint outlining event details
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