To win the world over, ADM asks LPK to help the Fortune 50 rebrand.
After a multi-year growth expansion into new businesses and geographies, ADM, a global leader in nutrition, chose LPK to reimagine their corporate identity and communication strategy.
A Fortune 50 company, ADM’s breadth and depth of reach across the entire agricultural and food chain is impressive—and critical. LPK needed to craft a strategy that encapsulated all of what ADM is and does, connecting nature to humanity, ingredients to health, trends to insights, and seeds to food on tables the world over. We helped ADM refocus its vision, reposition from a traditional agri-business to a nutrition-forward company that gives customers an edge, and shift its narrative, internally and externally, to propel the organization’s greater purpose.
A new tagline, extracted from the company’s newly penned purpose, is the backbone to their corporate strategy, beliefs, story, identity, assets and guidelines. It’s built into every aspect of the brand experience, bringing humanity and emotion into a historically functional industry, elevating ADM’s commitment to people, the planet and a better quality of life.
- Consumer Insights
- Go-to-market Positioning
- Omnichannel Strategy
- Brand Identity Design
- Naming + Messaging
- Packaging Design
- Brand Foundations
- Omni-Voice Ecosystem
- Brand Transformation
With a new corporate identity and arsenal of strategic assets, LPK gave ADM the tools to unify the organization across the globe. From an emotive video to a refreshed website to a launch event that brought the rebrand to life in every dimension, LPK created all the pieces—foundation to fruition—to focus ADM on the future and maximize the brand’s potential.
”We’re proud to unveil an updated identity that reflects the purpose, people and products of ADM.Juan LucianoADM Chairman + CEO