Transforming a brand and growing Alabama’s future.Alabama Farm Credit
Alabama Farm Credit was one of Alabama’s principal lenders for agricultural and rural land. But they had an identity and logo largely unchanged from 1963, that was not only dated but visually identical to competing land banks in the state and across the country. AFC needed greater separation from their competitors and to convey the unique advantages to farmers that regular banks simply couldn’t offer.
Working with AFC is unique because they are farmers themselves. As such, they bring a unique level of guidance and advice to customers that’s only possible when your lender truly understands farming and its economic cycles. Plus, each borrower becomes a stockholder in the organization, receiving an annual check based on the company’s performance. Potential customers didn’t fully understand the depth of partnership that was available to them at AFC.
Powerful campaign elements were created to bring emotion and clarity to the Alabama Farm Credit story, launching the tagline Together We Grow – a positioning based on mutual prosperity. We evoked images and memories of the way farmers have always helped one another through time – the very essence of what AFC still does today. An all-new brand identity transformed AFC’s staid traditional image into a thoroughly modern financial brand.
We took the lead on designing an all-new website to better communicate AFC’s strengths and brand identity. Distinctive new signage featuring our logo now appears across the state. As elements of the brand continue to roll out, Alabama Farm Credit is now far better positioned to grow its organization – and the business of the farmers who rely upon it.