BRAND + CAMPAIGN CASE STUDY
Wright Choice Ag/ Wright Choice Aerial
Reconnecting with an established customer base and building a new service line with room to grow.
Industry
Agriculture / Aerial Services
Services
Graphic Design / Paid Advertising / Branding
Focus
Customer Acquisitions / Brand Development
The Results
300, 000 Acres
Serviced Through Drone Spraying
Demand ultimately reached the point where further expansion was limited by operational capacity.
"The best marketing channel is not always the newest one. It is the one most likely to reach the customer."
The Challenge
A New Owner. An Existing Audience. A New Opportunity.
Wright Choice Ag was entering a new chapter under new ownership.
The business already had something incredibly valuable: an established customer database from the previous owner. The immediate challenge was figuring out how to reconnect with those customers quickly and make it clear that Wright Choice Ag was still there to support them.
After looking at the customer demographic and how the business traditionally interacted with its audience, I recommended going beyond digital marketing.
Direct mail made sense. It gave Wright Choice Ag a tangible way to get back in front of existing customers and introduce the new ownership without relying on customers seeing an email or social post.But that was only the beginning.
As the business expanded into drone spraying, another challenge emerged:
How do you introduce an entirely new service without confusing what the existing company already stands for?
Services Provided
Paid Advertising
Branding
Graphic Design
What Needed To Change
Reintroduce the Business
The new owner needed a way to quickly reconnect with an inherited customer base and maintain familiarity during the ownership transition.
Launch Aerial Services
Drone spraying represented a major new growth opportunity, but the offering needed its own identity and marketing rather than simply being added underneath the existing agronomy brand.
Leave Room to Grow
The aerial business could eventually extend beyond traditional agriculture, so the branding could not be so agriculture-specific that it limited future opportunities.
The Approach
Use the Right Channel, Then Build the Brand Around the Opportunity
The first priority was getting Wright Choice Ag back in front of its existing customers.
After considering the audience and how they were most likely to engage with the business, I recommended direct mail as a primary channel rather than relying exclusively on digital advertising.
I designed multiple promotional mailers that could quickly communicate the new ownership, current offerings, and reasons for customers to continue working with Wright Choice Ag.
The Approach
Use the Right Channel, Then Build the Brand Around the Opportunity
As Wright Choice Ag expanded into drone spraying, the new service needed enough separation to stand on its own without losing the recognition already associated with the parent business.
The solution was Wright Choice Aerial.
The new identity was designed as an extension of the existing Wright Choice brand while giving the aerial side enough flexibility to eventually serve industries beyond agriculture.
The goal was not to create an unrelated company.
It was to build a recognizable branch of the existing brand with room to evolve.
The Approach
Use the Right Channel, Then Build the Brand Around the Opportunity
The logo was created in multiple formats so it could work across more than just a website or business card.
That included applications for:
- Direct mail
- Digital advertising
- Apparel
- Customer giveaways
- Equipment
- Print materials
- Social media
- Future service expansion
I’d show the logo variations visually here rather than explain them much further.
The Approach
Use the Right Channel, Then Build the Brand Around the Opportunity
Once the identity was established, the next step was putting the new offering in front of customers.
I created another direct mail campaign specifically around the aerial service, giving Wright Choice an opportunity to introduce drone spraying to an audience that already had familiarity with the business.
The campaign connected the new capability back to the trust of the existing Wright Choice brand while clearly establishing Aerial as something new.
The Results
300, 000 Acres
Serviced Through Drone Spraying That Summer
Demand for the service grew to the point where further expansion was limited by the company’s operational capacity.
Because revenue attribution was not available, I would not invent a financial ROI for this project.
Instead, the strongest measurable outcome is the scale at which the new service was adopted.
Sometimes Growth Means Giving a New Idea Its Own Space
Growing companies regularly run into this problem.
They launch a new product, service, or division that fits the existing business but does not fit neatly under the current brand.
Push it too far underneath the parent company and customers may not understand it.
Separate it completely and you lose the recognition and trust you already built.
Wright Choice Aerial needed to sit somewhere in the middle.
By creating a recognizable brand extension and supporting it with targeted marketing, Wright Choice could introduce something new without abandoning what customers already knew.
Launching Something New Without Losing What Already Works?
A new service or product does not always need a completely new brand.
Sometimes it needs the right connection to the one you already have.