The opportunity
A clear, global-ready brand was needed to unlock growth and compete on the world stage.
Through our Brand Reality Assessment (the first step in our Insight to Impact System), we uncovered why growth was stalling: positioning was unclear, brand architecture wasn’t aligned with expansion goals, and the existing name didn’t reflect their future in ag-tech. To scale internationally, the business needed a differentiated presence, messaging that could translate across markets, and a brand identity strong enough for a small Canadian company to compete confidently in global agricultural markets.
What we did
We developed a Strategic Impact Plan and built a standalone ag-tech brand—Verge—from naming and positioning to full creative execution.
Stakeholder Alignment & Discovery
- In-depth interviews with leadership and team members
- Collaborative workshops to uncover core values and long-term vision
- Business model clarification and decision-making frameworks
Research-Driven Brand Development
- Explored numerous potential names
- Defined the unique selling proposition
- Identified target markets and the most effective channels to reach them
- Conducted competitive analysis (including mystery shopping + global market trend research)
- Built customer blueprints and psychological profiles
After the Brand Reality Assessment clarified the challenge, TrueInsight Marketing created a Strategic Impact Plan that recommended separating the agricultural products into a new standalone brand. This kicked off a full naming and rebranding process that ultimately became Verge—a brand designed to represent innovation, movement, and forward momentum in digital agriculture.
Naming + Brand Architecture
- Recommended creating a standalone agricultural brand
- Established a brand structure for the parent brand and product suite
- Named the brand Verge, built for global relevance and memorability
Visual Brand Identity & Creative Assets
- Full visual identity for the parent brand and product suite
- Strategic content marketing plan
- New social channels
- Full website
- Sales sheets and whitepapers
- Trade show booth assets
- Truck wraps
- Additional brand materials to support rapid global growth
The outcome
Verge grew from a small Saskatchewan business into a global player in digital agriculture.
With TrueInsight’s strategic guidance and branding expertise, Verge gained significant brand awareness and expanded internationally—even during a global pandemic. Their original software solution, First Pass, evolved into Launch Pad, described as the world’s first interactive software tool helping farmers run more sustainable and profitable operations. Today, Verge operates across Europe, Australia, South America, and beyond, and secured multi-million-dollar supercluster funding with support from our Insight to Impact System and brand strategy.
- Global brand awareness and international expansion during a pandemic
- A clarified, scalable brand architecture built for growth
- Product evolution from First Pass to Launch Pad with stronger market story
- Expanded operations across multiple continents
- Secured multi-million-dollar supercluster funding
- Stronger differentiation and credibility in a competitive ag-tech landscape
