Cultivating a new brand and web identity.
With its 120th anniversary and the opening of a second location on the horizon, Osmundson Mfg. Co. saw a need for bolstering its brand identity. However, word-of-mouth referrals and traditional sales tactics had been the primary means of customer connection and outreach for the last five generations, with marketing taking a back seat.
Faced with a nearly blank branding slate, Osmundson partnered with Anthologic to create a brand identity that brought its core values — family, integrity, passion and excellence — to life.
Before developing any sort of branding, Anthologic first needed to better understand the sales cycles and innovation challenges of Osmundson’s original equipment manufacturer (OEM) customers. These insights were collected from a series of interviews with key customers and partners and used to build a brand messaging house.
The team then created clear-cut brand guidelines that would set the precedent for any future communications, internally or externally, and could easily be implemented by internal marketing teams. The guidelines included typography, color palette, appropriate logo usage and photography treatment. Once complete, the guidelines were leveraged in the creation of business cards, trade show graphics, brochures and more.
Additionally, Anthologic developed a new website from the ground up — improving functionality and user experience, expanding content and incorporating the new brand look and feel.
The new brand identity brought a 120-year-old company into the modern age and distinguished it as a leader in agricultural innovation — a title Anthologic knew Osmundson already held. It also gave Osmundson the brand foundation and competitive edge it needed for impactful growth.