As a value chain enabler, Samunnati offers financial, advisory and market linkage solutions to players across the agri value chain. As a pioneer and enabler in the agricultural ecosystem, Samunnati witnessed unprecedented growth since its inception 5 years ago. Partnering with multiple stakeholders of the agri value chain, it became different things to different customers. In the midst of a manifold growth both in terms of its solutions and markets it functions in, it came to One MG with a predicament: how does it create a uniform identity that reflects who it is, what it does and where it is going across all its stakeholders? How does it consistently communicate these brand values to all its stakeholders?
Interacting with Samunnati’s stakeholders - its customers, investors and employees, we understood the depth of its work across different agricultural value chains. Intrinsic to its functions was a yearning to serve the people of the agricultural ecosystem - customer-centricity became the brand’s guideline.
On strategically analysing Samunnati, we uncovered insights to create a brand prism that identified and defined the brand’s physique, personality, culture and value system. Underlying all its agri ecosystem interactions was one common theme: growth. In this theme, we derived the key positioning statement of Samunnati, ‘Invested in Your Growth’.
While extending the narrative of growth, we wanted to capture another sentiment close to Samunnati - sustainability. We closed the loop by integrating sustainability, growth and agriculture with a visual identity inspired by a sustainable agriculture practice - crop rotation. This identity was scaled to create brand merchandise and communication assets for a memorable brand recall.
With its new brand identity, Samunnati had a story that needed to be told - its overarching purpose, its vision for the future and who it was in the agricultural ecosystem. A brand film was created to narrate this story to its stakeholders.
Samunnati’s digital presence was revitalised to align with its new-found brand identity. A website upheaval led to creating a user experience that was intuitive, messaging that was simple, vibrant but, most importantly, resonated with all of its stakeholders. The website, while extending Samunnati’s visual identity, also incorporated an information hierarchy that was optimised for each stakeholder.
We continue channeling our digital marketing efforts to help Samunnati pervade newer markets and herald growth for millions in the agricultural ecosystem.
