After working alongside Semillas Fitó in 2016 redesigning Sembra’s brand and packaging for its small urban gardening range of products and tools, Fitó contacted us again to set a new, more ambitious challenge.
Semillas Fitó is a Spanish multinational company, founded in 1880 in Sant Martí de Provençals, Barcelona. During its 140 years of history the company has gone from being a small seed company to becoming one of the leading multinationals in the sector of genetic breeding, production and distribution of vegetable and field crop seeds.
Coinciding with the company’s 140th anniversary, the board of directors carried out an internal consultancy to rethink its positioning and define a new strategic approach for the future.
Our challenge has been to extend this new management approach to the entire company as well as its collaborators. This was really important for the company’s management due to the fact that a similar process had already been carried out in the past, but had not obtained the expected results.
First of all, we analysed all the information and conclusions drawn from the company’s new strategic plan and then we conceptualised and designed the new communication pieces to coherently explain its new purpose, vision and values.
In order for the new positioning to correctly reach the approximately 800 people that make up the company, a World Tour was proposed in which Management would visit the company’s different subsidiaries all around the world.
With the aim of creating a global communication concept that would meet the challenge of conveying the new positioning to all the workers and collaborators of Fitó, we created a slogan –which also stands as the driving force behind all the communication pieces of the World Tour– and that represents the company’s future, its growth and the teamwork: «Let’s get together».
With the company’s branding as a starting point, and after delving into its new market positioning and values, we defined the art direction. To graphically show Fitó’s values –i.e. long-term vision, closeness, professionalism and teamwork– we developed animated illustrations representing each of these values, which arise from the very essence and purpose of the company: the seed.
From the seed, the value grows and develops to achieve its purpose. Through the depth and use of corporate colour in the illustrations, we highlight the elements that stand out from the rest, and help to better communicate the meaning of each value.
The origin and growth of the seed represents the collective work carried out by the entire Fitó team to achieve its mission: to generate sustainable wealth throughout the agri-food chain through the seed, thanks to accomplished and committed teams. This is a path that never ends; in fact, it carries on and soars.
Subsequently, we applied the graphics to the corporate communication pieces that we devised and developed for the World Tour: merchandising, posters, invitations, as well as digital material –all of which generated expectation ahead of the event– as well as the gifts that were delivered to all the people who attended, with the help of which the message was devised to transcend beyond the moment.
We also put forward flexible signage so that the mission, vision and values could permanently remain in the venues, both galvanising and involving the teams.
We also conceptualized and defined the storyboard for the company’s World Tour corporate video to document each of the events at the different venues.
We developed the firm’s corporate presentation template so that the new positioning and message could become transcendent in the future.
Finally, based on the new corporate mission, vision and values and our conceptual approach to communication, we defined and structured one of its key pieces: the company’s Corporate Annual Report, where the company presents a summary of all its economic, social and sustainable data.
The resulting communication reinforces the character of the company, inspired by its raison d’être –the seed– and synthesizes and expresses the company’s commitment and vision for the future.
A communication that transmits excitement, emotion, and that creates a universe of its own, shared by all the people who make up Fitó despite the geographical distance that separates the different subsidiaries.