How to get 700 members to believe in a new visual brand identity.
August 4, 2023
In our recent collaboration, we joined forces with First Milk, a certified B Corp and 3rd largest dairy farming cooperative in the UK, to revitalise the brand’s visual identity and essence.
With the challenge of gaining unified approval from 700 cooperative members, our strategic process was put to the test.
First Milk CEO, Shelagh Hancock, highlighted our expertise and thoroughness saying “KISS listened and took the time to truly understand the business, what we do and importantly, how we do it. They created a broad range of creative options that helped to shape our thinking and enabled us to select the branding that we feel really reflects the business today.”
Here’s an insight into the KISS process and a few key areas that helped us gain First Milk’s trust.
Stakeholder Engagement:
We believe in involving all key members in our process.
That’s why we actively engaged First Milk’s key members and valued their opinions. By doing so, we empowered them and fostered a sense of ownership.
Design is important to winning hearts and minds in a rebranding initiative. And that’s why we involved members in the design development phase.
We used focus groups, surveys, and workshops to gather their insights and preferences. This inclusive approach let us incorporate their feedback into the final brand identity that reflected their sensibilities and aspirations.
Alignment of Values:
To win over the members, it was vital to demonstrate how the rebranding aligned with First Milk’s core values.
We conducted extensive research to understand the cooperative’s mission, vision, and regenerative approach. Within her testimonial, Shelagh shares that she was impressed by our genuine interest in their business…
An approach we take with any project to become our client’s creative partners.
We developed a brand identity that visually and verbally expressed these values, showcasing the direct connection between the rebranding and First Milk’s ethos.
This alignment instilled confidence and resonated with the cooperative’s membership.