Valley needed to help their members rediscover the connection and possibility that comes with cooperative ownership.
Or, as the organization's CEO told us, "We need to get our mojo back." Besides that, Valley needed to persuade new members to join the cooperative, and they had to find fresh new ways to connect with customers across several business divisions. We helped them do that by tapping into the enduring, shared story of baking.
Role: strategy, brand development, concept development, copywriting
Strategy
Valley is a complex brand, with multiple business units and various ways to engage with them. But at its heart, Valley is built on one thing—working with others to achieve something greater together. We would bring that message of cooperation, sharing, and a common history to the forefront.
Execution
We developed positioning for Valley's three key business areas, a personality and voice for the organization as a whole, a new brand tagline, an internal rally cry, and a look, feel, and messaging that could set Valley apart and strongly connect with their members and customers.
A new tagline captured the optimism and camaraderie of the cooperative spirit: "Share in what's possible."
