EXCEL AG
For decades, Excel AG helped growers get more from their fields. But the brand itself? It wasn't growing.
Client
Excel AG
Scope
Bilingual Content, Brand Strategy, Messaging Framework, Trade Show Assets, Video Production
Vertical
Agri-Tech · B2B · Global
Year
2024
02
The problem
Excel AG had world-class products — biostimulants, crop protection, and nutrition solutions. But its brand presence didn’t reflect its global scale or scientific depth. They needed to communicate their innovation and sustainability story across continents, markets, and cultures.
The messaging was fragmented. The visuals lacked cohesion. And their brand identity wasn’t keeping pace with their growth.
THE CAMPAIGN HAD TO —
01
Unify a fragmented message into one clear, global narrative
02
Reflect the scientific depth and innovation behind the product line
03
Connect with growers, distributors, and investors across Latin America, Asia, and the U.S.
02 · THE INSIGHT
In agri-tech, buyers want more than performance. They want partnership and purpose.
Whether it’s a grower in Latin America or a distributor in Asia, they’re looking for a brand that’s reliable, relevant, and future-focused. The story wasn’t just about what Excel AG made. It was about why — and who it was made for.
BRAND PLATFORM
From Lab to Field.
03
The solution
BG brought Excel AG’s story to life through strategy and cinematic storytelling.
01
Brand and competitor analysis to identify positioning gaps and whitespace
02
Global messaging framework built on science, sustainability, and human impact
03
Flagship corporate video scripted and produced across farms, R&D labs, and executive interviews
04
Macro plant footage, drone shots, lab processes, and field expertise captured for cinematic depth
05
Bilingual voice-over and subtitles delivered for global accessibility
06
Video designed for use at trade shows, investor meetings, and digital platforms
04
Launch direction
The brand film and messaging system rolled out as a unified global asset — built to travel.
01
Corporate video deployed at trade shows, investor meetings, and digital channels
02
Messaging framework adopted across all external communications and sales materials
03
Bilingual content strategy activated for Latin American and Asian markets
05
The outcome
Excel AG now has a story that travels — with clarity, confidence, and purpose. From the Midwest to Latin America, Asia to investor boardrooms, the brand is speaking with one voice, backed by strategy and cinematic quality.
01
Unified a fragmented brand into a single, globally consistent narrative
02
Delivered a flagship brand film that works across cultures, languages, and contexts
03
Gave Excel AG a brand asset built to inspire trust, open doors, and scale impact