Merck Animal Health: Sensehub Rebrand
Building a category-defining 
technology brand

The innovative new monitoring solution, SenseHub™, promised a closer connection to animals and more valuable interactions with farmers. Merck Animal Health needed a strategy to make the technology mainstream, and propel the brand from early pioneer to category leader.


SenseHub™ monitoring (think Fitbits for livestock) was was acquired by Merck Animal Health to revolutionize their livestock offering. By providing farmers with unique insights alongside its leading Biopharma portfolio, the company aims to be the partner of choice to farms around the world. But first they needed to convince internal and external audiences the power and opportunity of the monitoring category.


With the category in its infancy, and SenseHub™ seeking to break ground in a market used to upholding traditions, a bold new brand and creative strategy was developed to disrupt established thinking. 

Our solution sought to win both hearts and minds, driving awareness and education among prospects as well as employees, while supporting brand extensions from dairy into multiple other species.


Through a collaborative discovery process, connection and freedom emerged as the benefits around which we could build the category and the brand. As farms become larger and more complex, SenseHub™ monitoring enables producers to balance competing goals – being closely connected to the needs of their animals, yet less tied down by the job of managing them.

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.


We translated our strategy into an external-facing identity that would elevate the SenseHub™ brand in a crowded space, appeal to an emerging generation of younger, tech-savvy producers and support closer ties with parent brand Merck Animal Health.

A visual language was developed to emphasize the core tenets of connection and freedom, with the SenseHub™ logo leveraged as a graphical asset in the evolved designs. Our creative team then worked to extend the master brand ID across multiple species, creating sub-brands to enable consistent brand experiences in distinct segments.


To simultaneously support category building and more traditional marketing efforts, we developed a messaging framework around the core pillars of Monitoring, Understanding and Action, tracing the flow of insights to help us position SenseHub™ as a more connected knowledge platform.

Primary and secondary messages were created within this framework, with primary messages focused on education and thought leadership and secondary messages promoting defining features and benefits.


Armed with a new visual identity and creative strategy, we developed a set of core collateral to support roll out of the brand internally and externally, including a new brand guidelines document, website, brochures, videos and communications templates.

The master brand reveal was timed to coincide with major product launches in key species to generate a groundswell of awareness and engagement among employees and prospects, with individual sub-brand playbooks created for each product launch.

“ 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 
 at MSD (Merck) Animal Health