shedding a new light on innovation in the dairy industry
The Innovation Center for U.S. Dairy approached Futerra to develop a refreshed brand identity that would help reposition dairy in a new light. Our goal was to craft a story and visual identity that showcased the dairy industry’s potential as a leader in advancing climate solutions.
The American dairy industry is at the forefront of innovation, pioneering practices like soil health techniques that capture carbon and regenerative agriculture that significantly reduces emissions. These efforts are already being piloted nationwide, with more groundbreaking initiatives in the works, thanks to the Innovation Center’s leadership.
However, public perception—and even that of potential cross-industry partners—painted a different picture, viewing the dairy sector as outdated and declining.
To shift this narrative, we created a forward-looking visual identity that balanced innovation with authenticity. A modern font and tech-inspired dynamic gradient signaled progress and a future-focused mindset. At the same time, subtle details, such as a grain effect within the gradient and a palette evoking green fields and blue skies, paid homage to the industry’s organic roots.
I directed the visuals, the hero film and helped come up with the strategic insights that led to the visual approach and the messaging.
Role // Creative Director
Senior Designer // Miguel Rojas
Planner // Nicole Alexander
