IMC

Rebranding
Design

IMC is one of the top-10 agricultural companies in Ukraine. The company’s main activities include grain and oilseed crop cultivation, potato production, grain and oilseed crop storage, and dairy farming. In May 2011, the company conducted an IPO on the Warsaw Stock Exchange. The business has exhibited dynamic growth and rapid expansion into new international markets. 

In 2017, IMC marks its 10th anniversary. To celebrate, the company embarked on a rebranding process to reflect a new vision: to become the leading agricultural company in the world for investors, employees, clients and the community. The rebranding had to reflect the company’s innovation and new strategy, while incorporating its updated name: IMC Innovations + Management + Commitment.

Challenge

We created market positioning based on the new strategy and statement that “IMC is an innovator in the farm business.” The visual identification had to express the company’s leading position and its approach to managing business while respecting people and the land. Our main challenge was to create an image that reflected both revolutionary agricultural technologies and the strong tradition of Ukrainian farming. The stylized ancient Slavic sign of fertile land — a rhombus with a dot in the centre — became the main graphic element of the new logo. This “target” sign also symbolizes precise farming — the advanced method in this industry. The dark blue and red colours are reminiscent of the traditional Ukrainian colour scheme of black and red; the  bright yellow-green complements the two main colours and creates a dynamic combination for brand identification. 
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Solution

We developed a brand book with detailed descriptions of how to use the elements of the new IMC corporate style for the company’s documents, machinery, interior design, professional clothing, outdoor advertising, souvenir items and online presence. The brand elements created a dynamic, modern visual presentation for IMC and reflected its new philosophy. The bright colour scheme was combined with geometrical shapes to yield a powerful and modern visual image for target audiences and a new generation of employees at this growing firm.

www.imcagro.com.ua
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I would like to highlight the professional approach of the Art Fresh team to the task. They are deeply immersed in the brand, its fundamentals, and strategy. They offer solutions that will not only appeal to the customer, but also contribute to the achievement of the company's strategic goals.
Yulia Andrushkina
Yulia Andrushkina Marketing and Investor Relations Director, IMC