Establishing brand credibility in a highly critical market

About the project

Cultivate Agri Partnerships is looking to establish a high performing bull breeding brand in the highly competitive Australian Beef industry, targeting northern producers.

Live Project
Category
Website
Client
Tropical Taurus
Release
January 2020

Cultivate Agri Partnerships is looking to establish a high performing bull breeding brand in the highly competitive Australian Beef industry, targeting northern producers.

Although the brand has the structure and genetics backing to make a high-quality product, the bull seedstock marketplace is (rightfully so) highly critical with only longstanding cattle operators having the trust of the marketplace.  

The cost to transition and risk for customers to switch to a new producer can bring risk in an already challenging market due to drought conditions – herein lies Tropical Taurus’ opportunity as the hybrid vigour offered is genetically designed to support cattle producers that operate in harsh terrain.

Tropical Taurus needed a brand and website that evoked credibility without the marketing fluff. A brand that speaks to the cattle farmer in the right tone while also communicating its innovative attributes like genomics and regenerative agriculture.

In creating the dynamic and responsive Tropical Taurus website, we created a video and image library after a series of on-farm photoshoots.

We chose a blue-based colour palette for the brand and website as a subliminal method of building trust, while aesthetically striking a memorable contrast between the red earthy tones of composite cattle breeds.

In order to better understand the target demographic, we attended and helped cattle mustering and tagging days to appreciate local context and the job of a cattle operator.

This thorough understanding of our key northern producer demographic has shaped a direct, informative and 'plain English' tone throughout the copy of the website.

This body of work is the start of a series of content marketing initiatives planned for Tropical Taurus. We are excited to be involved and look forward to helping grow the brand and achieve successful bull sales results and build bull brand northern cattle producers will value and trust.

Services include: Marketing strategy / Marketing planning / Marketing management / Investor communications (unitholder communications) / Communications strategy / Stakeholder management / Graphic design / Logo design / Photography / Videography / Copywriting / Content development / Website design / Website development / Videography / Website management

Ellery Studios specialises in creating brands from dust (literally!). Our full service approach involves research, strategy, brand development, photography, content writing and website development. If you have a project that needs some support, please contact us, we would love to hear from you.

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