90°W plays key role in Monsanto Genuity launch
Monsanto recently consolidated several agricultural products under a new umbrella brand name, Genuity. At the beginning of the process, 90°W was selected as a key player in the wide-ranging media creation process that took three months to complete. The roll out included an enormous TV buy for two :30 spots and a variety of informational videos used to bring Monsanto employees and the agriculture industry up to speed on the new brand concept. The videos were used internally at Monsanto, as well as at agriculture trade shows.
90°W partner/senior editor Scott Whiteaker led the editorial team effort. The three month project required additional support from the 90°W collaboration network. Whiteaker and 90°W editor/partner Scott Conger were joined by two freelance editors who flew into St. Louis to work onsite in 90°W studios for several weeks.
For the broadcast spots, a key design challenge was to find a visual transition that connected the global consumer to the farmer, and the farmer to the Genuity Labs. An early concept to use a door or window as a transition eventually evolved into using the shape of the Genuity logo as a graphical door-like transition device throughout the spots. This solution reinforced both the new brand identity as well as its roll in connecting farmers with their consumers.
