Turning a new leaf for a Fortune 50 company

How to reinvent a global
leader in nutrition?
Nourish its future.

Rebranding to win the world over

After a multi-year growth expansion into new businesses and geographies, ADM, a global leader in nutrition, chose LPK to reimagine their corporate identity, purpose 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, today and tomorrow—connecting nature to humanity, ingredients to health, trends to insights, and seeds to food on tables the world over. The result? A rebrand with the right to win employees and customers the world over.

Repositioning for a greater purpose

As a company whose portfolio continually grows and stretches from acquisitions, investments and innovation, ADM needed to embody its evolution into the future. LPK 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.

Unlocking nature. Enriching life.
This tagline, extracted from the company’s newly penned purpose (to unlock the power of nature to enrich the quality of life), 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.

Unifying one ADM globally

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 fulfill the brand’s full potential.

We’re proud to unveil an updated identity that reflects the purpose, people and products of ADM.

Juan Luciano

ADM Chairman and CEO