Baileycs Creative Support logo in white outline form.

New branding for ADF Milking global marketing assets

Mark Bailey • November 16, 2021

New branding elements have led to the start of a global change in marketing materials for ADF Milking.

After 13 years and following feedback from focus groups, customers in the field, and staff consultation, the ADF brand got an evolutionary refocus.

New typefaces, new logos, new photography, and a more technical approach to some of the marketing communication have all helped to move the brand messaging forward. It has also been timed for the launch of InVent - a major new upgrade to the ADF system which improves cow comfort and milking efficiency.


Photography


Milking parlours are messy, dirty, and can be poorly lit environments. ADF commissioned photography over a number of farm locations and we needed to gel all imagery together to create a cohesive look and feel.


Light rays, bokeh, dust in the light, and flaring helped to brighten and give life to the imagery, while a warm, earthy tone was created to give it all a traditional look.

People
Farmworkers and technicians: people are at the heart of the key imagery. Using real people in environments familiar to prospects helps them engage with the product. It reinforces the message that it is trusted by people like them who face the same day-to-day challenges.

Testimonials are also a key pillar of all ADF communication and over the 13 years we have built up many global stories that again tie into the everyday lives of the worldwide dairy farming community.


Branding elements


The logo,  colour palette and typefaces have all been updated and help show the ADF brand is evolving, alongside the creation of a new brand mark for InVent.


Economies of scale
      
We created a 36 page, perfect-bound brochure that will be used as a mail-out and as a hand-out to key prospects at exhibitions.


However, a scaled-back six-page teaser version has also been created for a more economical intro to the product aimed at entry-level prospects.


Those customers who show greater interest and require more information can then be engaged in further consultation and given the 36 pager for post-engagement support - providing an indepth and thorough reference to the product.


Justine Van Guyse, marketing director for ADF said “Initial feedback from staff and customers has been really positive and we are looking forward to rolling out the new look and feel across all marketing elements.”

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