Midwestern BioAg is an agricultural company dedicated to helping farmers improve the quality of their output through enhancing soil health. >Greater Thought worked with Midwestern BioAg to refresh their brand and website to empower the company to take control of their brand narrative.
A previous transition of ownership in Midwestern BioAg’s history had left customer relationships strained, and their brand logo and style recalled that period of time. In addition, their website had grown with their company, leaving it unorganized and without search engine optimization. In light of this, Midwestern BioAg turned to a rebrand to mark their new beginning.
The goals of the brand refresh centered around rebuilding trust and projecting credibility. This included:
Each segment of the logo mark represents a key value of the MBA brand: science, nature, soil foundation, and stewardship. Together, these elements form an abstract leaf or a rain drop, but also the notion of crop rows. This open interpretation allows the logo to speak to the variety of needs Midwestern BioAg addresses for its customer base.
A set of three base logos was developed to allow the logo mark to be used in a variety of applications. Three base logos could be further varied depending on the use.
>Greater Thought developed a style guide for the Midwestern BioAg brand, allowing the updated style to be applied to all new collateral. Several examples of collateral were provided to prepare for a trade show that would occur only 2 months after the refreshed brand’s launch. The depth and clarity of the style guide allowed for all trade show collateral to be created up to brand standards.
Midwestern BioAg’s website was reorganized to allow easier navigation of their services, programs, and products. Services and programs were clearly displayed in the main navigation with a submenu leading to individual service and program pages.
Products were organized by category and subcategory and could be accessed through the main navigation as well as a products page. In the case where a customer only knew the name of a product, they could also be searched for alphabetically.
Several new pages and tools were implemented to help Midwestern BioAg claim credit for their pioneering technology. Their case studies were organized in one place to allow for ease of access, an on-farm trial map was developed to allow farmers to quickly find research pertaining to their area, and an ROI calculator was created to conveniently calculate the benefits of using their Bio-Gel product.
