Bianca e Nero was contacted by CoBank’s marketing manager to partner with the bank on a rebranding effort that would reimagine a major division of the bank that was no longer serving its purpose and desperately in need of brand identity. The division was becoming more relevant as water becomes scarcer and more essential for agriculture.
Our campaign focused on reframing the division’s impact on those living in rural America. At the center of the campaign is our core and overarching thought, “Because of water,” which makes agriculture and life possible in small town America. The concept shines a light on different parts of rural life from Main Street, dairy farms, homes of all sizes, and wheat farmers, etc., and how important water is in their everyday lives. We wanted to show the water systems managers we understand them and how water makes life possible in small towns. The underground pipes show the connectivity and work the water systems are doing, most of it unseen by those they serve.
Print played a major role in extending the reach and visibility of the campaign, which ran in several of the industry’s magazines. The print campaign became the cornerstone of the rebranding effort while strengthening the brand to tell their unique story.