• Merck
• Animal
• Health
• SenseHub^™

The Challenge

SenseHub™ was designed to revolutionize the livestock industry by providing producers with unique insights to pinpoint and personalize care for animals, without unnecessary constraints. But first, internal and external audiences had to be convinced of the power and potential of the monitoring category.

With SenseHub™ seeking to break ground in a fairly traditional market, we needed a bold brand and creative strategy to disrupt established thinking. Putting FWD Thinking to work throughout the discovery process, we uncovered the critical producer pain points that SenseHub™ could inarguably address, to drive market excitement and acceptance of the product.

Project Snapshot

• Industry
  Animal health
• Category
  Livestock
• Services
  Discovery, Brand Strategy, Brand Identity, Internal Activation, Web Design And Development, Go-To-Market Strategy & Activation, Sales Enablement

FWD Thinking in Action

Farm with more freedom.

Through our discovery process, connection and freedom emerged as the key producer challenges around which we could build the category and the brand.

ABOUT THE WORK

The lay of the land
As farms become larger and more complex, knowing the status of individual animals, wherever they roam, is essential to keeping them healthy and productive. SenseHub™ enables producers to stay closely connected to their animals’ needs, without unnecessary time and stress manually managing them.

Joy over jargon
To bring this promise to life, we developed a unique market facing brand platform – Farm with More Freedom – prioritizing emotional cut through in a space characterized by technical jargon and overused rational claims.

Consistent creative
Our visual language emphasized the core tenets of connection and freedom, leveraging the SenseHub™ logo as an overarching graphic device. The master brand was then evolved across multiple species, creating consistent sub-brands to build familiar experiences in distinct segments.

Full funnel framework
We anchored messaging around the core pillars of Monitoring, Understanding and Action, tracing the flow of insights to help us position SenseHub™ as a connected knowledge platform. Primary messages focused on education and thought leadership, with secondary messages defining features and benefits.

Engagement in every corner
A set of core brand collateral supported roll out across both internal and external audiences. The brand reveal was timed to coincide with major product launches in key species, generating a groundswell of awareness and engagement among employees and prospects.

Results

“Together FWD People and Merck Animal Health have built a bold, disruptive new brand for a category defining solution. FWD have an innate understanding of the animal health industry and what motivates our customers, combined with a relentless pursuit of strategic and creative excellence. It’s a winning combination that has been instrumental in the growth of our brands, and our partnership.”

— Paulo Loureiro, Technology Design and Customer Interface (Livestock) Lead, MSD (Merck) Animal Health