FROM TRADITIONAL AGRIBUSINESS TO FUTURE-FOCUSED POWERHOUSE
A reimagined corporate identity.
Services
ADM
Global Marketplace Assessment
Brand Identity Design
Brand Architecture
Brand Strategy
Strategic Foresight
Trend Forecasting
Naming + Messaging
Packaging Design
CHALLENGE
After a multi-year expansion into new businesses and geographies, ADM, a global leader in nutrition, chose LPK to reimagine its corporate identity and communication strategy.
To capture the world’s attention, ADM partnered with LPK to lead a bold transformation of its brand—one that would match the scale of its growth and the ambition of its future.
SOLUTION
With impressive scale and extensive reach across the entire agricultural and food chain, ADM needed a brand strategy that encapsulated everything it 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 agribusiness 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 of 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.
RESULTS
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—from foundation to fruition—to focus ADM on the future and maximize the brand’s potential.
