A self-confessed ‘boutique’ organisation rather than a mainstream agricultural supplier, it was this niche, problem-solving focus which quickly saw the business attract global attention.
The brand therefore had to evolve rapidly. Levity’s identity, at the time, was befitting of a University spin off project. But to better deliver the strategic needs of the organisation – not least to support the projected growth plans and reflect the team’s global authority – a significant overhaul was required.
That’s when The Engine Room became involved, following a recommendation from Design Council.
Originally commissioned to undertake a strategic brand review, we began the project with an exploratory workshop. By asking seemingly simple questions we were able to gradually understand the business ambition and vision, as well as industry challenges and opportunities, the language used and, with the help of wider research, the nature of the competitor landscape.
Only then could any potential rebrand activity truly deliver the future objectives of this growing firm.
This in-depth collaborative process revealed a number of key factors, including the Levity ‘difference’. Not only was the organisation itself different to what already existed in the market, in respect of the experienced, academic, creative and personality behind the brand. But the genuine passion of the team – and their commitment to making a difference in this pressured industry – was also clear. They knew that change and innovation would help instigate an agronomical step-change. And they had the talent to help make it happen. But the brand didn’t, at that time, live up to the vision.
As with the majority of projects undertaken by The Engine Room, this assignment looked far beyond the visual manifestation and messaging of the brand. It also considered the extent to which a strategic remodelling of the company could support Levity’s bottom line potential.
Consequently, we were appointed to undertake a second phase of work, which involved: