THE INSIGHT: We recognized that both organizations had developed tremendously positive brand images in the marketplace, yet had distinctly different sizes and cultures. The new brand story we were creating had to marry the strengths of each company, while being believable to both internal stakeholders and external customers.

THE EXECUTION: After naming the new organization, we implemented a two-phase launch to announce it. Phase One focused on the key attributes of each existing brand and the synergy that came from bringing them together. Phase Two brought the new brand to life through an integrated communication program that introduced the company’s new brand mark, articulated its value proposition and established Horizon Milling as a brand of its own.