Cargill

Cargill is an American food corporation: global in reach, broad in offerings, and still family-owned after 150 years. But, with over 142,000 people in 65 countries serving nine stakeholder groups—Cargill had never been unified under a compelling master brand.

Over 18 months of partnership, we built an expression system that articulated our promise of “helping the world thrive” for a range of audiences while providing a versatile visual vocabulary. Next, we developed and deployed brand playbooks, and led global in-person workshops to enable the fragmented global organization to finally act as one.

SERVICES

Brand strategy
Brand architecture
Expression system
Image library
Global executive training
Employee communications
Workplace branding
150th Anniversary
Sales enablement tools
Marketing collateral
OOH Advertising
Website