United Phosphorus, Inc. (UPI), a supplier of crop and plant protection technologies, came to us with a dual challenge—to give their company brand a fresh look, while also harmonizing multiple brands of herbicides and algaecides, each with own unique product efficacy story. Once we came to understand UPI’s core audience—a fun-loving group of customers who share a love of water and fishing—we decided to inject the new campaign with a relatable theme.

We invented two iconic characters (Bubba and Earl) to help set the tone for UPI’s over-arching company messaging—and customers quickly fell in love with the fun visuals. Product messaging, on the other hand, was delivered with striking photographic elements and crisp language touting the benefits of each individual technology. At first glance, these two approaches might seem to be in opposition to each other—but the function of this dichotomy was to make customers feel at home with UPI, while also understanding the significant innovations that UPI brings to market.

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Design is not just what it looks like and feels like. Design is how it works.
— Steve Jobs