Client Spotlight
The Barry Flinchbaugh Center
Carrying on the work of the late renowned ag policy expert and Kansas State University Professor Dr. Barry Flinchbaugh, The Barry Flinchbaugh Center for Ag and Food Policy aspires to be a national leader in policy analysis and education. They navigate pressing, complex challenges in U.S. agriculture and food systems to improve performance, competitiveness, and sustainability through educating on policy alternatives and consequences.
THE CHALLENGE
With multiple stakeholders involved in the process, a cohesive brand image and messaging strategy required a comprehensive and collaborative approach.
As a newly established organization, The Barry Flinchbaugh Center for Ag and Food Policy (BFC) sought to become a national leader in policy analysis and education, but lacked an established brand from which to launch their work.
BFC is associated with, though not an official branch of Kansas State University, giving the organization a unique position to align itself with in terms of brand image.
OUR APPROACH
BowerComm’s Journey to Yes program led BFC stakeholders through a 9-step process, taking a deep dive to better understand needs, objectives, and competition through in-depth stakeholder interviews and workshops.
14 stakeholders were interviewed during the Journey to Yes process including ag experts such as former U.S. Secretary of Agriculture Dan Glickman, former U.S. Ambassador to the United Nations Agencies for Food and Agriculture Kip Tom.
A bright and professional brand image and messaging was developed for BFC through a new logo, website, and videos.
While purple was used in the color palette, dark and bright green were introduced to represent the ag industry and help establish BFC as its own independent organization.
THE OUTCOME
BFC is positioned to become the go-to expert for ag policy, carefully balancing the need to honor Dr. Flinchbaugh’s legacy with the independence The Center needs to grow into its future.
BFC maintains the “flavor” of Kansas State University, but stands on its own through a unique color palette and brand imagery.
