Connecticut Grown is the consumer-facing brand for The Connecticut Department of Agriculture. The newly refreshed brand launched in March 2021 and is tracked for 100,000,000 impressions by their one-year mark. Miranda Creative developed the new brand in totality, coordinated the launch of the brand, and is working in a variety of media for a following 12 – month campaign.
The iconic CT Grown logo lived in the hearts of many residents in Connecticut for decades. Our challenge was to not only revamp their logo but also to revamp their integrated marketing campaign. The first challenge was the RFP process, as a Small Business in Eastern Connecticut, we competed against all of the agencies in the state of Connecticut for this RFP. After a thorough process, Miranda Creative was the chosen vendor.
Our goals were clearly defined: create a brand that inspires consumers and a campaign back by research, develop a long term strategy to increase purchases of Connecticut Grown farm products, engage with the producer community, and create a sustainable plan.
After initial discovery and analysis of the project’s objectives, we arrived at a few deliverables to meet the needs of this unique client.
We started with brand concepts that convey the tone of Connecticut Grown. From there we moved into a full-scale launch that was aired on Fox61 and many other places. The launch of the refreshed brand was followed by a statewide campaign based on the research completed in the Fall of 2020.
Miranda Creative doesn’t believe in one-size-fits-all solutions.
We worked with the client to develop a brand that inspires the client and the consumer. After a successful launch, we applied the brand across media platforms and developed physical applications, including business cards, stickers, brochures, and more.
We also don’t believe in outsourcing our websites to other vendors or offshore providers. We have a team of five dedicated web team members that create sites here in Connecticut and they are available for direct conversations with clients. For this site, we created an initial landing page that has rotating content to follow the seasons. This website acts as a landing page for other brands related to CT Grown and we are looking forward to watching the site continue to grow.
Connecticut Grown has garnered over 10,000,000 impressions in the first few months along and achieved the goal of connecting with the producers of Connecticut. With a snug budget, the campaign continues to run through March of 2022.