CLIENT Pioneer / PROJECT Integrated Brand Development
ROLE
Creative Director
Art director
Brand design
Digital & UX design
Trade show deisgn
AGENCY
The Lacek Group
Pioneer is an iconic American agriculture brand with more than a century of history and a reputation as a leader in all areas of seed production. After extensive research, we discovered their secret weapon: The Pioneer People. At a time when the competition was pulling salespeople out of rural America, Pioneer chose to double down and invest in their talent. Pioneer increased the number of agronomists, salespeople, and support staff so they could be available to growers day or night, rain or shine, 24/7/365. We created An integrated campaign using television, radio, print, social media, video content, and trade show elements to tell growers that Pioneer is With You From The Word Go. Post-campaign research revealed that 90% of all growers could recall the campaign and recite the theme line verbatim after only one year.
Introducing Pioneer Tall and Pioneer Wide. The custom font solution.
For decades, the Pioneer brand suffered from different looks for individual products. As a new product was introduced, a new product logo, tone of voice, communication design, and graphics would also be introduced. Pioneer was the classic house of brands. Well-established products with long-standing marketing made this a complex problem, but the rewards were too great not to find a solution.
The breakthrough idea was the establishment of a distinctive Pioneer brand font system. In collaboration with the nationally recognized type designer CHANK, we created two unique fonts for use on all marketing and communications material. These custom fonts, Pioneer Tall and Pioneer Wide, were installed company-wide, instantly unifying all messaging from top to bottom. The new font system immediately aligned all advertising, transforming Pioneer into a branded house, achieving our goal and exceeding everyone's expectations.
JEFF JONES || ART DIRECTOR & CREATIVE DIRECTOR || MINNEAPOLIS, MINNESOTA || USA
