Client Overview
Organization: AgDay
Industry: Media and Broadcasting
AgDay is a syndicated news program produced by Farm Journal Media since 1982. It delivers the latest news, weather, and business headlines relevant to American farmers and ranchers every weekday morning. AgDay also features the people and places that are unique to the industry and small-town America.
Challenges & Objectives
• AgDay needed a full rebrand of its nationally syndicated agricultural news show. The rebrand needed to appeal to a mostly rural audience and build strong trust and credibility with viewers.
• The rebrand needed to include a new logo and a complete video graphics package. The video package included a new show opening, news graphics such as chyron lower-thirds and over-the-shoulder graphics, openings and graphics for specific show segments (e.g., weather, market updates, etc.), and promotional/sponsorship graphics.
Solutions & Results
• Consultation led to a strategic branding plan that included agreement on messaging, tone, and visual brand direction for the show. As an agricultural news show for a rural audience (i.e., farmers and ranchers), the handling was professional and serious, but also friendly and even whimsical when appropriate. For example, the show featured a segment showcasing artwork from children, and kids received “I’m an AgDay Artist!” shirts (shown near the bottom of this page).
• The show opening and logo reflect the concept that AgDay is the way that successful farmers and ranchers begin their day, also supported by the early morning airing time of the show.
• From small-town stories to national agricultural legislation, AgDay aims to bring the news to its audience in a serious but friendly manner across America.
The Agricultural News Show Farmers and Ranchers Depend On
Below are images of “over-the-shoulder” graphics and backgrounds from different show segments of the AgDay broadcast.
A Friendly, Rural Brand
AgDay has a balance of friendly, rural imagery along with whimsical moments. The image of the rancher shown below is a visual from the beginning of an animation from the AgDay open. The smiling girl beside him is a winner of AgDay’s art contest.
Sun, Light, and Warmth
Circles, imagery from reflected light, and warm colors are pillars of the AgDay brand. As seen in the logo and many elements of the broadcast graphics, circles represent energy and the morning sun—a way for viewers of the show to start their day. Below are images from the news opening, where agricultural elements reflect off the AgDay letters. Near the end of the opening, a warm, fiery burst of energy lights up the sun in the logo, signaling the start of the show.
