Background Information
Client
Illinois Soybean Association
Timespan
+- 3 months
Services
The Challenge
The Illinois Soybean Association (ISA) needed to re-energize one of its most important events. While the Soybean Summit has always served as a hub for information-sharing, the organization wanted a cohesive event brand and better integration across channels—plus new energy to drive attendance and show that ISA is not just responding to challenges, but leading the way in agricultural innovation.
The Insight
We started by facilitating a strategy session with the ISA team. Through that collaborative process, we helped the team identify a clear, emotionally resonant theme: “Yields of Tomorrow.” This tagline became the anchor for a full creative system that balanced timeless Americana visuals with forward-looking optimism.
The Tactics
- Theme & Branding: Developed the “Yields of Tomorrow” theme to reflect the dual focus on legacy and innovation. Designed a classic, farm-inspired visual identity for the event.
- Creative Development: Produced the event logo, signage, presentation templates, and marketing materials.
- Promotion Strategy: Partnered with Rooster to execute a paid media strategy across radio, print, and digital. We amplified their efforts with organic social content and newsletter assets for ISA’s internal channels.
- Audience Experience: Created event signage and materials that helped create a seamless and polished experience for both in-person and virtual attendees.
This project won First Place at the Best of NAMA, the annual National Agri-Marketing Association awards.
