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Updating A Brand for the Heartland

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A sneak peek at how DKY is helping shepherd a brand update for Pro Cooperative.

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Pro Cooperative of Pocahontas, Iowa hired DKY to shepherd a brand update. The new identity was unveiled this month to internal, member and community audiences. Part of the Land O’Lakes network, Pro Cooperative serves area farmers from 18 locations with agronomy, feed, grain origination and petroleum services.

According to CEO Kyle Kuepker, the new identity represents much more than a cosmetic update. “Pro Cooperative has a proud and strong legacy in Northwest Iowa. But the needs of our members are changing rapidly with technology advancements and significant shifts in food production and consumer demands. We are making significant improvements to the Pro Coop service model at all levels to address these changes. Our updated brand identity is an external reflection of our renewed commitment to our members and customers.”

Initial marketing work has focused on developing the new identity system and rolling it out in key applications like signage, collateral, clothing and company presentations. Additional marketing communications campaign work will carry the new logo and messaging in the coming months.

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