Strategy / Concepting / Creative Direction / Writing / Producing / Directing
What do you get when the world’s largest ag retailer joins forces with the largest crop nutrient producer on Earth? Answering that question was at the heart of this assignment, when Agrium and PotashCorp became one, creating a global agricultural powerhouse uniquely suited to meet the world’s soaring demand for food.
Here, I was lucky enough to help build a new singular brand from the ground up for this $20 billion organization. From facilitating strategy sessions and naming exercises, to logo and tagline development to brand guidelines, to producing a web identity, to TV and OOH ads, and an overall ad campaign.