Central City Scale Inc. (CCS) is an agricultural technology company working in and adapting to the changing needs in agricultural production since 1974. They work with producers to create efficiency and precision in their operations. They needed a brand refresh and new ideas for how to talk about and position their business.
After initial research and interviews, M2 was able to sum up their competitive advantage into a brief statement:
‘Central City Scale equipment helps producers make informed decisions in the field. Efficiency of time through information and certainty.’
And the tagline:
“Built for producers. Built for the field.”
M2 then built messaging around the concept of, “Don’t guess. Know.” – writing ad copy that related the value of CCS to the producers and reinforcing the ideas of efficiency, knowledge, and support.
Additionally, M2 crafted a visual look and feel. The team created a logo based on the weight bar of the scale systems, symbolizing the three generations of stability and knowledge, and the connection between the hardware, software, and operator. The blue and green symbolize the agriculture and technology sectors, and secondary colors to complement. The brand and messaging were then used to create an ad campaign, and designed and developed a new website.