Helping Kiwi farmers to become world leaders in emissions reduction

In collaboration with the awesome team at AKQA, Chris helped develop the brand strategy, name, value propositions, messaging and identity concepts for a brand new entity with a massive responsibility – to turn new on-farm emissions-reduction technologies into commercial reality …and fast!

Working with a SLT thrown together from very senior roles in some of New Zealand’s largest organisations – each with their own strong personalities and points of view – Chris was able to quickly distil the core thinking down from a ‘gloriously-large’ Boston Consulting Group business strategy document into a succinct, yet powerful, brand strategy to drive brand actions, messaging and design.

Needing an action-orientated brand – one that would work locally and internationally, and speak directly to its raison d’etre – ‘AgriZeroNZ’ was born. A positive, yet grounded brand, with the strength and gravitas necessary to reach international investors and tech ventures, but focussed on delivering pragmatic solutions that work for Kiwi farmers.

With the brand strategy pretty much approved first shot, the whole project – from initial engagement, to strategy development and brand design concepts – took less than six weeks …and with remarkably no swear word emissions along the way from said SLT.