CASE STUDY

Strategic Branding for a New Era at DuMond Farms

CLIENT: DuMond Farms

The Challenge

Look East was approached by DuMond Farms in Cayuga County, New York, to create a professional brand and marketing materials that reflected its innovation, high standards and goals to become an industry leader.

At the time, the company had a logo, but did not have brand standards or cohesive brand collateral. A multi-faceted farm encompassing crop production, processing and an agriculture trucking business, DuMond was experiencing rapid growth and partnered with Look East to cultivate a new brand identity that would set them apart from the competition and showcase their innovative, modern approach – all the while, maintaining the authenticity and local values foundational to the agriculture lifestyle.

Our Approach

The Look East team leveraged its extensive experience in agriculture and brand strategy to create a suite of branded materials. While DuMond initially asked for a refresh to its original logo, we recommended a new direction – a logo that was simplified, sleek and versatile for various marketing purposes, and that met DuMond’s overarching goal.

In addition, we produced comprehensive brand guidelines that detailed the company’s purpose and essence (who they are and what they do), their brand personality and voice, and their brand presence – the visual guide including logos, colors, typography, patterns and textures, photography and branded product examples.

With the logo and brand guidelines in place, Look East created a suite of branded assets including letterhead/envelopes, business cards, email signatures and PowerPoint template. From there, we were asked to create additional assets including e-blast templates, brochures (print and digital), truck wraps and product packaging design.

We also refreshed the DuMond Farms website, using the brand identity to update logos, copy, colors and icons, creating an enhanced look that reflects the company’s modern, innovative approach.

The Results

The new brand identity enhanced the company’s image, internally and externally, giving DuMond Farms a more professional and polished presence, along with assets that can be used in a variety of communications and marketing materials for years to come.

It’s a unified, recognizable brand true to DuMond Farms’ mission, vision and purpose – resonating with customers and setting the company apart from competitors.

The incredibly talented Look East Team brought vision and creativity to our rebrand. They helped us move beyond our initial attachment to the familiar and guided us toward a new identity that reflects who we are, where we’re going and our innovative spirit. Their ability to help us see and get excited about the possibilities was exactly what we needed.
Evan McGonigal
Vice President of Operations, DuMond Farms