Channel Bio

In an aggressively competitive category like agribusiness, a successful brand not only has to feel human—it has to be human.

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, traveling to their farms and having conversations on tailgates and at breakfast tables. We determined that the Channel Bio brand would be a welcome new player, but only if their salespeople did what we did: come to the farm, and get to know the farmer.

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

Photographers: Mathew Scott & Jim Krantz