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Case Study:

Farmer Mac Code of Conduct

 

Case Study:

Farmer Mac Code of Conduct

 

Farmer Mac, as the premier secondary market for agricultural credit, helps improve the financial strength of America’s rural and agricultural communities.

To reinforce the ethical and moral principles upon which the company was built to its employees across the country, Farmer Mac turned to Black & White to help illuminate those values in a new Code of Conduct.

As with all significant engagements, we began by researching examples of best-in-class practices. In this case, well-regarded corporate codes of conduct.

This all-important phase helped establish a benchmarked set of criteria from which all design and messaging decisions were made, including support for a more positive and aspirational tone than traditional Codes of Conduct that were perceived as “preachy” or “bossy”.

Farmer Mac and Black & White collaborated to develop a content and messaging plan that carefully balanced that need to instill a set of core values while maintaining an encouraging and constructive voice.

Agricultural imagery helps evoke the traditional values and ethics naturally tied to “Americana”, subconsciously infusing a sense of virtue in the reader.

Callouts provide helpful hints to employees on how to reference the Code and on how to handle hypothetical scenarios that may not have clear “right-or-wrong” answers.

We created several formats of the Code including a printed booklet, an interactive PDF, and desk-size reference collateral for employees to easily access in the workplace.

“We take great pride in the story behind our brand and how we convey that to our customers, employees and shareowners alike. In working with Black & White, we’ve found a partner who understands our unique place in the market and how to best articulate and capture that story in a visually interesting way that resonates with our audience.”

 

Megan Pelaez – Director of Communications, Farmer Mac, Washington, D.C.

BLACK & WHITE SERVICES:

 

Concept • Design • Content Planning and Messaging • Infographics • Copy Editing • Printing • Interactive PDF

 

 

To learn how Black & White can help tell your story, drop us a line.

502.326.9112
info@blackandwhite.com