Agribusiness Visual Strategy

The purpose of this project was to create robust Wilbur-Ellis Agribusiness Visual Strategy Guidelines to drive internal consistency and create an ownable and defendable space in the industry. The timing coincided with a rebranding of the company by the corporate office of Wilbur-Ellis. An additional goal was to develop an Agribusiness Design System based on the guidelines that could be implemented across a variety of tactics. I was responsible to oversee the visual audit of nine competitors as part of the Competitive Analysis which kicked off the project. Being the internal creative lead, I was responsible for reviewing agency concepts, participating in the focus groups, and executing the final agency concept.

The agency deliverables were an icon set, creative mock-ups for a print ad, billboard, digital ad, sell sheet, and website landing page. This began the second phase of the project, where I worked with my design team to establish the formal Branding Standards and build all creative assets – advertising, direct mail, billboards, posters, video, web, brochures, and product bulletins. External groups supporting me on this project were an agency partner, and a research firm. On the internal team I had support from a copywriter, four marketing specialists, and two graphic designers.