Repositioning Connecterra for a new future

Connecterra is on a mission to reduce the impact of dairy farming on the planet. The company's first product, Ida, was designed to support farmers in daily operational decision making. It was comprised of hardware for data capture and software to display insights. A second, software-only product, Ida Enterprise, was developed to support bigger picture planning as well as collaboration with advisors and processors.

In 2022, the scaling hardware product and Ida brand were acquired by Datamars. Connecterra received an investment to further develop, test and eventually scale the Enterprise SaaS solution. But the solution needed a new identity.

The full pivot presented an opportunity to reposition the Connecterra brand and to introduce a new product to customers across the value chain.

Objective

Reposition the corporate brand and introduce a SaaS-only product to meet the needs of a new target audience.

Strategy

My team and I worked with the Estonian division of BOND to conduct internal workshops and execute competitive audits. These set the foundation for a new look and feel. We leveraged customer data and feedback to refocus messaging on artificial intelligence and the SaaS solution. My team and the agency then focused on execution, collaborating with product and engineering teams to update the product, rebuild the marketing website and refresh all company touchpoints.

Results

The new brand went live in June 2023, effectively repositioning the brand within the market and giving the company a springboard into a new future.

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A digital assistant gets a makeover