The Fruit Growers Marketing Association (FGMA), a family farm cooperative, was known by two different names to two different audiences: FGMA to members (grocers and wholesalers) and Ohio Apples to in-store consumers. When leaders began to welcome members outside of Ohio, this highly reputable brand needed a refreshed identity. New growers brought new product offerings, including vegetables. Neither name – FGMA or Ohio Apples – fit the organization’s newly charted course.
An evolved name and brand strategy seemed apparent, but not everyone was convinced. Our team, along with the president of the organization, had to convince the board that change was the precursor for continued success. After multiple stakeholder meetings and presentations, including mood boards and visuals depicting the potential, we achieved buy-in to shelve the old name and step toward the future.
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DEB GABOR, MEMBER EXPERIENCE DIRECTOR
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ALISON PATRICK, GRANT MANAGER
Cuyahoga County Board of Health
"I've collaborated with Muse on many projects, but their ability to transform Trilipiderm from a product-driven brand to a luxurious lifestyle brand stands out for me. This is a team of thoughtful collaborators, driven to help brands stand apart in unique and compelling ways. They're my go to for strategic and creative ideas that captivate."
BRIAN ELLIS MARTIN, FOUNDER & EXECUTIVE CREATIVE DIRECTOR
"Our broker told me that is the most animated our retail buyer has ever been. It was the best meeting they had attended, so a great big thank you to all of you. I would not have had that type of meeting without everything that you did to put our brand presentation together."