Cargill Brand Expression System

In business for more than 150 years and still family-owned, Cargill sets the tone for global agricultural business. The company has 142,000 employees across 65 countries, and needed a master brand that could unify their enterprise and communicate their strengths. VSA partnered with Cargill to develop, design and launch this platform.

Named thrive, the new system needed a brand expression that would be versatile enough to express a variety of businesses, geographies and stakeholder needs—but also practical in its application. VSA armed Cargill with a rich set of tools to ensure that the system could be applied globally in a consistent, strategically sound way. We built detailed guidelines and templates spanning a range of digital and physical applications, and we also conducted global photo shoots to gather on-brand assets that were tailored to each geography’s products and culture.