Creative studio
Visual concept for purpose marketing BASF
BASF Vegetable Seeds, based in Nunhem, was looking for a powerful and inspiring visual identity to propagate its mission 'Making healthy eating enjoyable and sustainable for people, partners and planet'. The claim “Vegetables People Love” was central to their purpose marketing.
BASF Vegetable Seeds specializes in the development of vegetable seeds, but the company's influence touches every link in the food production chain: from professional growers to consumers. In the context of purpose marketing, it was therefore crucial to portray the love for healthy food throughout the entire chain in an inspiring way.
Purpose marketing (or purpose-driven marketing) is when a brand positions itself by value-centered communication. This is smart, because 89% of all people are loyal to brands with shared values and pronounced social commitment (Wunderman, 2017).
Centagon started this project with investigating visuals from the food production chain and drawing up guidelines. For us, key in this purpose marketing assignment was authenticity: a quality that is sometimes difficult to find in stock photos. So, we selected concept images for BASF purpose marketing with an authentic feel to it and translated them to concrete communication tools. These resources had to be suitable for both an internal and external audience and therefore appeal to a wide audience. We regularly use the images below to show purpose driven marketing examples.
Why Centagon
Full-service agency Centagon has been helping marketing and sales departments get great results with effective, consistent and streamlined marketing communications and design for 32 years. With one-stop-shop Centagon as your trusted partner, you benefit from cost efficiency, streamlined communication and quick turnaround. Centagon Marketing Support offers a full range of marketing services. From devising strategies to planning and executing omnichannel media campaigns, managing digital advertising and optimizing online marketing through data analysis. Scroll on for an overview of our Creative Studio's services.
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%
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Our services
In the last 32 years, we’ve made a habit of digging deep to maximize the impact of visual output. We offer a diverse range of services:
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Walter van Houten
Account consultant
(Founder)
Leon Hendrix
Senior digital marketing
strategist (Founder)
Ralph Kuijper
Account consultant
René de Korte
Digital marketing strategist
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