The Canadian Roundtable for Sustainable Crops (CRSC) was formed in 2013 to facilitate cross-commodity collaboration on sustainable agriculture issues and opportunities facing grains sector participants. Comprised of grower, industry, customer and consumer organizations, the CRSC is a national, industry-led forum engaging value chain stakeholders in assessing and responding to marketplace demands and showcasing Canada’s performance in agriculture sustainability. A national brand and website sought to unify their member base and communicate their mission, vision, and values to government representatives, potential members, and other stakeholders.
After consulting with stakeholders, the team crafted a descriptor and messaging matrix to answer the “what” and “how” of what CRSC does. Logo development followed, carefully treading the non-governmental line between authority and approachability. We leveraged a field mosaic graphic complementary to the roundtable’s wordmark. The overlapping nature of the mosaic highlights the collaborative nature of the roundtable members, an aspect that extended into the brand expression. Images and colours crossed over in a pleasing and unifying way, presenting a professional yet approachable and optimistic tone and personality. Together, the brand identity, website, and messaging matrix positioned the CRSC as progressive and relevant to target audiences, and communications materials conveyed the CRSC’s brand and value proposition. As the brand evolved, we introduced subtle indications of authority and patriotism.
A modern, appealing brand identity unified all members from across Canada. Tools designed to communicate frequently, efficiently, and effectively with stakeholders raised awareness and generated interest, helping the CRSC stay top of mind. The roundtable now includes nearly 50 members across Canada, including major, recognizable companies and organizations.
