AgriNovus’ mission focused on increasing public education, awareness, and updating perceptions of the evolving agricultural landscape and correlating opportunities. Their primary goal was to create a modern, sophisticated, image-based, cohesive campaign to establish Indiana as the hub for the ag+bio+science sector.

Through the culmination of customer insights, storytelling, and activation, PLAID created an integrated surround sound media campaign—It’s Happening Here—that ultimately led to significantly increased public awareness and visibility. In Phase II, PLAID guided AgriNovus through a major brand refocus, which included a new color palette, logo treatment, Web site refresh, messaging matrix, etc. With an updated brand presence and focused, intentional, and continuous public awareness activities, AgriNovus introduced a movement—attracting increased numbers of agbioscience talent, jobs, and relocated corporate headquarters.