Challenge
Expana is the world leader in agri-food market intelligence and price reporting. Launched in June 2024, Expana was borne from Mintec's acquisition of AgriBriefing the previous year, creating a portfolio of five agri-food pricing brands with a market reach spanning virtually every food type.
The combined business draws on over 200 years of price reporting expertise in food commodities and provides food pricing intelligence and data to farmers, producers, manufacturers, wholesalers, retailers, restaurants and catering. Their role in the global food supply chain is significant.
Expana has big growth ambitions to open up new markets and sectors, particularly in the US. It is launching a new price intelligence platform to combine data from its five brands in the portfolio and transforming to a SAAS business model.
Our brief was to consolidate the portfolio of products and brands into one dynamic brand, marking a pivotal moment for the business and in the industry. Success would depend on building a new brand that reflects their mission to provide an integrated solution, bringing together diverse capabilities and propelling the business forward into a new phase of significant growth.
Idea
To represent the breadth of services and knowledge of the new business, we needed to signal a significant shift in brand position. Expana’s intelligence spans over 28,000+ price series and 600+ price forecasts which provide critical market insights, enabling their clients to make informed decisions with confidence. They bring clarity to data.
From this foundation, we built a brand strategy that positions Expana as the industry experts: “Your market intelligence partner, guiding the decisions that feed our world.” This positioning works on two levels: it claims leadership and positions the business as more than a price reporting agency but as an intelligence partner providing critical data that informs key business decisions. It also links the brand into the role of the food supply chain – "feeding our world".
The new name, Expana, captures the heart of the brand: providing access to an expansive world of expert insight, commodities data and intelligence, literally providing the whole world of agri-food pricing in one platform that guides customer decision making.
Creating the market intelligence partner
Four key messaging areas further reinforce the Expana brand, their strengths, what they want to be known for, and their promise for stakeholders. They are:
1. The trusted market leader – to dial up Expana’s heritage and the trust they’ve built in the industry.
2. Actionable intelligence at your fingertips – to showcase Expana’s capabilities and client benefits.
3. The most comprehensive commodity data – to capture the breadth and depth of their offer.
4. The eyes, ears and voice of the industry – to show they have their finger on the pulse and are a connected network of experts.
Building trust and authority through a connected visual identity
Expana’s design system was inspired by their unique ability to “connect the dots” between data, insights, and expertise. Data points are used throughout as a visual guide to showcase connected intelligence and highlight vital insights.
To ensure strong brand recognition, the new Expana logo is a visual articulation of the brand – the symbol represents their expansive specialist knowledge and data. Additional logos were created for their sub-brands in the Masterbrand style to ensure unity in the market.
Finally, the colour palette positions the business as technology-driven and modern, reflecting the world of data with sophisticated and refined colours that display a touch of vibrant energy through a confident green. The new visual identity differentiates Expana from the competition and establishes them as forward-thinking leaders within the market.
Crafting a website to take the new brand to market through a single platform solution
To launch the brand and unify the business under one banner, we created a new marketing website for Expana. The end result is a comprehensive, sophisticated website that showcases Expana's modern, vibrant visual identity, and acts as a platform for lead generation to expand the business' audience.
Brandpie worked extensively with the Expana to design the overall user experience, technical requirements, and visual experience. The final technical solution was custom built on WordPress CMS, using Tailwind CSS for front-end development.
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