Turning a complex national food system business into a brand people can actually understand.
Elta Smith
Trustee
5
happy board members
Trustee
reporting to
Food Systems
industry
The Brief
Reposition and rename a nationally recognised food systems organisation to better reflect its role as a unifying, science-led force driving systemic change across agriculture, policy, and society.
The Results
Transformed a complex, acronym-led brand into a distinctive, ownable name — Root + Reason — balancing scientific credibility with emotional resonance.
Identified and validated a positioning rooted in “truth and reason,” creating a clear, unifying narrative across stakeholders from farmers to policymakers.
Built a full “Brand on a Page” aligning vision, purpose, tone and behaviours to support large-scale systemic change.
Defined a dual archetype (Sage + Hero) to balance authority with action — ensuring the brand leads with both insight and impact.
Created a scalable visual identity system blending science and nature (e.g. molecular structures, agricultural forms) to reinforce credibility and distinctiveness.
Delivered a brand platform capable of uniting a fragmented ecosystem of 3,000+ stakeholders under a single, clear proposition.
"Brand meetings with Yellow are the equivalent of my work spa time."
Hannah Britt
CMO
“Yellow have been instrumental in our Amazon journey, we could not be happier.”
Mike Curtis
Founder
"Yellow really spent time getting under the skin of the organisation and us as individuals to look for creative execution ideas that matched our passion and energy."
