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Visual Design Overview
THIS CHANGES EVERYTHING: VISUAL DESIGN OVERVIEW
The tag line “This Changes Everything” reflects the central position of success for the Zorvec™ active family of products. Our robust global campaign will use both digital technology and traditional marketing tools to drive that point home in every language, in every channel, in every customer interaction. Accompanying its bold tag line, the defining look of the campaign will be photography that tries to always feature the three key benefits of Zorvec: better yields, betterlooking crops and a better business for the grower.
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TAG LINE/HEADLINE The bold, prominent tag line, “This Changes Everything” reinforces the brand positioning by also serving as a headline. Specs: Gilroy Extra Bold, All caps.
THIS CHANGES EVERYTHING. THIS CHANGES EVERYTHING.
THIS CHANGES EVERYTHING: VISUAL DESIGN OVERVIEW
PHOTOGRAPHY One of the unique design elements of the Zorvec™ active brand is tiered photography. We’re showing the three areas in which Zorvec changes everything: the field or vineyard, the actual fruit or produce, and the benefit to the grower. Together, the three photos provide a distinct, differentiated brand signature, and offers the flexibility to represent different regions and uses. The leftmost image is a wide shot of a field or vineyard. In the middle is a close-up shot of the crop. On the right is a medium-length shot that represents the grower. The grower could be holding his crop or working in the field, but the image should convey the pride and happiness that result from a good crop. The human element is crucial, because crops and fields alone don’t tell the whole story. The most important benefit of Zorvec is greater success for growers. Format and design limitations for some individual pieces may require variations to this formula. If perfectly suited images are not available, substitute images should still express the spirit of the Zorvec brand promise and maintain a consistent appearance and structure that mirrors the standard brand look and feel. One rule of thumb is to work with images that have different focal lengths to ensure the tiered images have the depth and differentiation of the standard brand look.
Photo A
Field or Vineyard
Photo B
Crop close-up
Photo C
Grower
Photo tier composition: The individual components are one close-up and two wide shots; or one close-up, one medium shot, and one wide shot. At least one image must be a close-up of the crop to attract the viewer’s attention and reinforce the role Zorvec could play in producing good-looking crops.
THIS CHANGES EVERYTHING: VISUAL DESIGN OVERVIEW
PHOTO STYLE Use images that are lit by clear, natural sunlight. Field and produce images should portray healthy, bright, uniform crops. Images should be simple, uncomplicated and not busy or distracting. Below are recommendations for use of imagery: Photo A: A landscape/field image Photo B: A close-up image of clean, bright produce Photo C: A happy grower If you are limited to a single image in an ad, first consider an image of a happy, successful grower naturally presented with his/her crops. As a second option, single close-up images of clean, bright produce can work well, especially in materials such as banners and posters.
SAMPLE IMAGES To view and download all purchased royalty-free images for Zorvec™ active, please visit the Brand Center at Home/Crop Protection/Resources/ Image Library and this link https://brandcenter. corteva.com/content/index/guid/image_library_4?parent=726
