Genuity

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Genuity – Helping farmers do what they do best, even better.

Genuity is a trait innovation brand from Monsanto that brings together the best and newest traits across corn, soybean, cotton and specialty crops like canola. The brand is designed to help farmers choose the right trait combination that will help them consistently proudce higher yields. For example, depending on where they live, some farmers may be looking for seed that grows best in drought conditions or seed that is insect tolerant. This is big news for farmers because now they can choose the right seed trait works best in the environments they grow in.

Genuity is also part of Monsanto's overall initiative to help farmers provide for our growing world population (an estimated 9 billion by 250). Trait innovation like Genuity helps farmers to produce more and conserve more – ultimately feed the world. To communicate this to farmers, we created a campaign that consisted of TV, radio, print and video – to help farmers to what they do best, even better.

The first visual is an aesthetic audit for Genuity. It was developed to help us define and stay true to the brand as campaign elements were developed.