Corteva

Where It Was

Corteva's marketing was filled with clichéd messaging and unclear product differentiation. The brand struggled to present the differentiating benefits of its herbicides and seed technologies, leaving potential customers confused and disconnected from the premium products. 

Where It Needed to Be

The brand needed to shift toward emotionally driven ideas that highlighted the personal benefits of its products, while clearly differentiating from competitors. Corteva needed elevated, engaging creative concepts that represented products, their point of differentiation and benefits to the farmer.  

Where It Is Now

My deep understanding of these complex product ranges and their layered benefits to the consumer, helped drive strong and creative key marketing visuals. I worked with account leaders and clients to devise a layered approach to branding in an attempt to drive clear cohesion between similar products, while differentiating where necessary. The result? Innovative visuals that authentically resonate with audiences, establishing Corteva as a leader in agricultural products.