Agency: HLK
Role: Senior Art Director
Rise to the Challenge
Channel Seed
Transform Awards
Silver — Best Brand Consolidation
Transform Awards
Silver — Farming & Agriculture
B2B Elevate
Gold — Best omni or mutli channel campaign
In the face of a challenge, Channel wanted to stand as a beacon.
When Channel Seed rebranded in 2024 and brought 10 smaller regional brands under one name, the shift created a challenge: helping farmers who were loyal to their local seed brands feel connected to a bigger, unified Channel story.
We launched “Rise to the Challenge” to help reshape the brand and bring those regional loyalists along. The campaign reframed challenges not as setbacks, but as opportunities to adapt, improve and move forward with confidence. It positioned Channel as a partner built to help farmers face change head-on, showing that the new brand was not leaving local relationships behind, it was strengthening them for the future.
