LIC Taking the brand back to its core
Brand Strategy
Art Direction
Copywriting
After a time of turbulence and transition within the business, LIC needed a brand strategy refresh to strengthen its connection with dairy farmers. There was a desire to show the business in a warmer light, paving the path for a ‘humble in success, yet knowledgeable’ approach across all marketing touch points.
PROCESS
We developed a robust ‘one-to-one’ customer-centric strategy that takes the business back to its core value of improvement and showcases the success of farmers made possible through a partnership with LIC. The new tagline “There’s always room for improvement” has been instrumental to the change alongside an art direction that highlights the human relationship between the customer and LIC.
SOLUTION
The refresh has been extremely well received by staff and farmers alike, beginning the process of re-connecting with customers who are proud to play their part in the new LIC - an organisation that is never satisfied with the status quo and always looking for new opportunities to improve New Zealand’s herds, farms and businesses.
"Since KingSt came on board with LIC, we have undergone a brand strategy and update to our direction in response to transformation and market change. This included the development of the position “There’s always room for improvement” which has been received with overwhelming positivity by internal and external stakeholders alike. The team have shown insightful understanding of our industry and brand challenges and we are very pleased with the work to date. We enjoy working with the KingSt team, they like to get the work done, have a good handle on our needs and have developed a fun and effective working relationship with our marketing team."