Challenge Fewer U.S. farmers are willing to grow specialty grains in spite of a healthy international demand for them. To entice growers, Cargill wanted to communicate the benefits of continuing to grow specialty grains.

Solution Created the "Signature Growers" brand as an elite group of grain producers who share an uncommon dedication to nurture and yield specialty grains. Designed the logo, graphic system, marketing materials, and a newsletter featuring stories about Signature Growers and end-users.