Channel Bio//Cultivating a new brand

Channel Bio combined three separate, long-established independent commercial seed companies into one larger one. This campaign introduced the new Channel Bio to farmers.

WHAT THEY NEEDED

Channel Bio was the holding company that housed three well established commercial seed companies.

Their challenge was twofold: should they combine the three companies into one, and if so, should it be called Channel Bio, a name with no brand association?


WHAT WE DID

We spent six weeks interviewing farmers in Iowa and Illinois ourselves. We determined that the Channel Bio brand would be a welcome new player.

We developed galvanizing internal communications and introductory customer communications, and we launched this new brand successfully.

I14314A_NZI-2.jpg

Designer: Marian Williams Design

Photographers: Mathew Scott, Jim Krantz