Adopting Regenerative Practices with the Terraton Initiative
- ClientIndigo AG
- IndustryNon-Profit & Institutional
Turning regenerative farming into climate action at scale
Indigo Ag needed to mobilize farmers and a wide network of partners to adopt regenerative practices at scale—aligning diverse stakeholders around a shared approach and sustaining participation over time. The challenge was turning a big climate ambition into something people could trust, understand, and act on.
We supported the Terraton Initiative with strategy, program design, and a clear narrative built to engage different audiences in the right ways. We also helped establish the tools and measurement foundations needed to build credibility and momentum, enabling broader participation and a stronger platform for ongoing growth.
Key Takeaways
Elevated the Terraton brand with strategic content that made the initiative clear and credible
Built a scalable content system and narrative to support consistent publishing across touchpoints
Tailored engagement by audience using farmer expertise for authentic stories and stakeholder alignment
Kept work moving with collaborative workflows and a tight feedback cadence with marketing teams
Dynamic Brand and Content System
We developed a brand system that reflects the Initiative’s ambitions to drive unprecedented change and boldly chart new territory on multiple fronts. We also created a content system and narrative that allowed us to maximize our engagement, distribution and impact across all audiences and touchpoints. Each audience touchpoint required different methods of engagement to ensure we were moving forward in the most optimal ways. For example, we relied on the expertise of farmers to drive authentic content narratives, and that relationship was very collaborative. And when we presented to marketing teams, we formally adhered to a tight feedback cadence.
Comprehensive Brand Strategy and Content Delivery
Through flexibility and relationship building, we were able to deliver in just under eight weeks. Specifically, our output was a content calendar that informed its ongoing distribution strategy; original content for digital touchpoints from site to social; and detailed brand and verbal guidelines for it to leverage as the Terraton brand expands over time.
Brand and Visual Guidelines
A helpful guide to understanding the visual identity. It encompasses key use cases for all of the visual hallmarks of the brand—so that we can provide a consistent, cohesive experience across touchpoints.
Content Creation
We created seven detailed articles and sourced imagery for topics: The Science, Farmers Voices, and Industry News. We also found imagery and wrote copy for all the general modules on the site as well as providing guidelines on how to source additional images to support the copy. We’ve also made recommendations on the additional types of content Terraton can create and how often it should be publishing content.
Copy Playbook
We’ve created a copy playbook that addresses the tone and style that should be leveraged when writing additional content.
Social Media Campaign
This included creative strategy, copy, design and a playbook for social media campaigns across Facebook, Twitter and Instagram.
Product Vision
This document describes our initial thinking up until this point for Terraton’s Product Vision including: the ecosystem, product vision framework, Terraton Initiatives, website feature ideation and ways to connect core audiences.
What We Did
Built and launched the Terraton brand from ideation through rollout
Created a content system and narrative to maximize engagement, distribution, and impact across touchpoints
Established a publishing framework and tools to guide future brand experiences and expressions
Aligned Marketing, Legal, Farmers, and Carbon SME’s through collaborative workflows and a tight feedback cadence
Terraton brand building and engagement
From ideation to launch, we brought Terraton to the fore by building the brand and making it known through content. We developed a fresh narrative and a framework to support a pipeline for future publishing. We also created tools to guide the brand’s future experiences and expressions. Together, these elements help keep the story consistent and the work easier to publish and maintain over time.
Throughout the work, we focused on engaging stakeholder groups effectively and efficiently, including Marketing, Legal, Farmers, and Carbon SME’s. We worked in a way that kept collaboration clear and decisions moving. The result is a clearer foundation for how Terraton shows up and communicates as it grows.
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