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FieldIn. BRAND STRATEGY, STORY + COPYWRITING.
The biggest thing to happen to farming in 12,000 years
FieldIn focuses on agricultural data to help farmers boost their productivity. When they acquired a company that enables tractors to drive autonomously, they knew it was a game-changer for an enormous global industry – and their brand. So they got in touch with us.
How funny the irony that a move to autonomous farming necessitates calling in our help. This story wasn’t going to tell itself.
Combining FieldIn’s powerful data analytics platform with self-driving tractors had all the elements of an amazing brand story, but it was one that had to be told from the ground up. They already had a logo and existing visual identity, so we began by conducting a full strategic analysis in order to identify their brand DNA.
Only after digging deep into this company’s vision of the future and its trailblazing place in it could we convincingly write their brand story. From their mission, we harvested messaging and language for them to use in their presentation decks, elevator pitches, and website copy. We helped to align different points of view within the company as to how they’d go about communicating their calling using their existing visual identity. It all culminated in a new manifesto and the tagline – “A growing revolution.”
The new FieldIn brand is all about innovation, industry leadership, and helping farmers harness technology to enhance their thin margins. It’s a forward-looking and optimistic brand – one that the FieldIn team will be able to grow with for many years to come. You could say that it’s groundbreaking – and you’d be right to.
The move to autonomous farming will be a process – a journey – and once it’s fully implemented, it will be continue to evolve and grow. As a farmer, where do you begin? Is it enough to have automated sprayers? Do you need a full farm operations management system? When is the best time and what is the best way to implement this technology?
FieldIn gets it. It turns out that the best way to embrace this new era of autonomous farming is to work with a partner who sets the benchmark in the field, who knows what they’re doing, who knows what farmers are doing, and who can give them the guidance and edge they need. We’re glad we got to partner with them.