Reshaping a brand to succeed in 2020’s landscape of flux

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
Cultivate Agri Partnerships
April 2020

Originating in 2017, Cultivate Agri Partnerships is a Queensland-based, boutique investment manager specialising in Australian agriculture.

Bringing patient, private capital, and deep industry expertise Cultivate supports highly-skilled, passionate Australian farming businesses. We have been fortunate to work with Cultivate since company origination developing its brand, marketing and communications strategy, through to implementation.

This year Cultivate launched its new investment offering, Project Arcadia. While it is an attractive and well-vetted model for patient investors, we couldn’t ignore potential challenges ahead for investor confidence with the nation in a state of flux due uncontrollable external events.

After completing the content production and design of its new investment offering, Ellery approached Cultivate to suggest a cost-effective way of refreshing its brand to further convey long-term stability and trust.

Together we identified a need for Cultivate’s brand to reflect a more globally robust, stable agribusiness.

We transitioned the colour palette from warm to a trust evoking-blue. Bidding farewell to our much-loved Senepol bull iconography, we developed a Fibonacci-inspired identity system bringing together farmland, animal and family as an integrated offering. is developed with CMS and dynamic content built into the backend to give the client freedom and control. While we manage the content for now, they have the option to take over its management at any stage. 

Differentiating itself from larger investment institutions, Cultivate’s brand continues to be personable, speaking to the socially responsible investor. Similarly, the brand targets the investor that feels good about putting their money towards a stable offering and an Australian industry comprised mostly of family corporates.

‘…I am very happy, you are adding tremendous value…’ Chris, Cultivate Agri Partnerships

Services : 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, corporate communications, tender management 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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