AFTER 10 years of falling market share, CSBP Fertilisers decided a change in public perception and workplace culture was needed.
It also introduced a new soil analysis laboratory and satellite imaging technology.
With these factors driving it, CSBP futurefarm was born.
The company had received feedback from the bush that it was seen as being too corporate and not relating to its customers.
Reb Design retail design director John Banton said his company’s brief had been to change customer perceptions of the company.
“Futurefarm was chosen because people were starting to realise that farming had become a very futuristic business,” he said.
“Along the way we created a specific look for the company, including the language used in brochures and the like. It became more direct and conversational.”
Mr Banton said a PowerPoint presentation was used to sell the change to the staff.
Senior CSBP management took a road show to staff in the bush to inform them of the new culture. Regional managers were brought to Perth for seminars to reinforce the proposals.
“We had to change the way the staff perceived their customers and how their customers perceived them,” Mr Banton said.
