Seminis Brand Refresh
The Seminis branding was starting to look dated and the global brand team (US based) was pushing forward with a new positioning for the brand. However Australia’s open field season was getting close to starting and Monsanto Australia wanted to push forward with a new brand a full six months earlier than the global branding was due to be completed.
With the new positioning already established I was tasked with refreshing the brand’s visual direction. I modernised the look of Seminis and created a fresh, simplified colour palette. There were no drastic changes but the new visual direction made an enormous difference to the brand.
Previously, photography had no consistent treatment and was somewhat poorly utilised. I spent considerable time giving newly shot images a fitting and unified visual treatment which could be carried through to all future photography.
The new branding was so well received the global team decided to run with the visual direction I had produced.