Growing Legacies
A seed supplier’s brand story is reinvigorated to highlight its deep-rooted history of helping Midwestern farmers grow their own lasting legacies.
CLIENT: AgriGold
PROJECT TYPE: Brand refresh/redesign, integrated advertising campaign
SERVICES PROVIDED: Creative strategy, creative concepting, copy direction, copywriting
Project Details
THE CHALLENGE:
AgriGold, a supplier of high-performance corn and soybean genetics, wanted to refresh its brand identity in a way that honored its deep Midwestern roots while reimagining how it positioned itself with modern growers. AgriGold had already built decades of trust with its core customer base, but its identity no longer fully reflected its role as a hands-on partner — one that doesn’t simply help farmers grow bountiful crops season after season, but enables their legacy of success to continue from generation to generation.
THE INSIGHT:
In a product category that often focuses on performance metrics alone, genuine human support and mutual understanding can act as emotional currency. A farmer’s livelihood depends on their crop yields, and when one bad year can bring about the end of a family farm operation, growers need to place their trust in something or someone that truly understands what they’re up against — and can deliver what they need to succeed, every season. With best-in-class, boots-on-the-ground support and employees who genuinely care about the lasting legacy of their customers, AgriGold sets itself apart from the crowd.
THE IDEA:
As “vintage” aesthetics and heritage storytelling continue to gain cultural relevance and popularity, AgriGold’s long-standing history became a powerful differentiator, signaling trust, longevity, and a brand that’s been there through it all — and knows that farming isn’t just about securing top-tier genetics.
While our team combed through the brand’s historical archives and dug into their presence both online and in customer communities, we were inspired by both the brand’s story and the popularity of vintage AgriGold merchandise amongst its customers.
Bringing the past to the present, our Growing Legacies concept reimagined AgriGold’s identity through a vintage-inspired lens — drawing design inspiration from archival logowear, field photography, and brand artifacts to create a look and feel that was rooted in heritage but built for today’s growers.
THE EXECUTION:
We developed a revamped brand system that felt familiar yet fresh, establishing new brand guidelines and and rolling them out via an integrated advertising campaign:
Brand identity: New color palette, logo refinements, typography, and a photography style inspired by decades of life in the field
Brand platform: Messaging framework grounded in legacy, partnership, and progress
Integrated campaign: Print, digital display, and radio spot placements featuring bold, emotive headlines tied to three core pillars:
Singular focus on seed
Progress on every acre
Best-in-class support
THE IMPACT:
This refresh modernized AgriGold’s presence while preserving the authenticity and grit that built the brand. By leaning into legacy as both a visual and strategic foundation, the work produced a more distinctive, emotionally resonant identity in a category often dominated by “sameness.”
Internally, the new brand system gave AgriGold teams a clearer, more unified way to show up across touchpoints, while the campaign messaging helped reinforce AgriGold’s role as a true partner in the field — not just a seed supplier.
The client embraced the work as a meaningful evolution of the brand, one that felt both fresh and familiar, and positioned AgriGold to connect with the next generation of growers while staying true to those who’ve trusted it for decades.