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.
Two custom fonts were introduced. The proprietary look and feel unified all communication for many years to come.
JEFF JONES || ART DIRECTOR & CREATIVE DIRECTOR || MINNEAPOLIS, MINNESOTA || USA
