Branding / Digital


Launching a global umbrella brand

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The brief

PowWow was asked to design a new umbrella brand to strengthen Reed Business Information’s market position in agriculture. It was to endorse the growing portfolios of Farmers Weekly in the UK and Boerderij in the Netherlands. The new umbrella brand needed to bring coherence to the brand hierarchy, endorse new acquisitions and lend them credibility in the marketplace.

The solution

Before starting the identity work we established the current brand hierarchy and set out the values and drivers. From this we developed themes to then begin visualising logo ideas. Working closely with the marketing and legal team we developed a number of concepts. The chosen identity and colour palette is inspired by the agricultural landscape, and the logotype appears streamlined and bold, to represent its umbrella status.


Identity | Advertising | Website | Email marketing | Signage | Print


The Proagrica website was then designed to present the growing product portfolio to a global audience. Unique sector illustrations were created, reflecting the four areas of business. This formed the centrepiece of the website design. To view the site visit

The result

“I have been working with PowWow on a whole range of projects from brand identity and creation, awareness campaigns through to lead generation and social media. They fully engage and understand the brand, as well as the business objectives of each project and add great value to campaigns in inspirational design and well-thought through concepts.”

Snezana Petrovic, Chief of Marketing | Proagrica

Want to know more?

T: +44 (0)203 714 4170
2-6 Boundry Row, London SE1 8HP

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