Branding Australia’s biggest soil research collaboration

Underperforming agricultural soils cost Australian farmers billions of dollars each year. The Soil CRC for High Performance Soils brings together the brightest researchers in Australia and was established to give farmers the knowledge and tools they need to make decisions on extremely complex soil management issues.


Soil CRC


Research, stakeholder workshops, strategy, branding + design for online and offline channels.



Our mission was to develop a brand that would build confidence in Soil CRC’s cooperative research efforts, ensuring farmers get the benefit from the practical, real world research outcomes – Performance through Collaboration.

$2.9b annual

Potential yield increase from overcoming a few subsoil constraints for the grains industry


New PhD graduates


Participating groups and industry partners


Contributions in case and in-kind


We developed a bold, confident brand that enhances the organisation’s credibility and sophistication as a market leader in Australia. The brand identity incorporates clean lines, modern typefaces and fresh imagery to imbue a sense of cutting edge ideas, innovation and knowledge. The identity also takes visual cues from terrain and topography to create contemporary patterns and textures to complement the logo.

Soil CRC - Collateral