NEW STANDARD.S
NEW STANDARD.S
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KOMBI: Working together for more biodiversity in agriculture

CLIENT

WWF

BRAND & COMMUNICATION
November 2023 – March 2024

The problem

 

The current regulation of agricultural subsidies (as of 2024) penalizes small farms in particular. The amount of CAP (common agricultural policy of the EU) subsidies is based on the size of the farmed area. The implementation of biodiversity measures remains a voluntary service provided by committed farmers – and this is exactly what KOMBI wants to change. Farmers join forces across farms as KOMBIs to implement biodiversity measures with the support of the participating organizations and, if necessary, to jointly process relevant funding applications. Coming together as KOMBIs is intended to offer farmers more flexibility in implementation and, at the same time, spread risks. The project is funded for five years and takes place in four model regions. 

Our solution

 

“Making together more simple” – the project slogan we developed – summarizes what we wanted to achieve with KOMBI. With ten participating organizations, each with their own corporate identity, the biggest challenge was to create a common brand identity that would appeal to the project’s diverse target groups. After all, KOMBI should appeal to farmers as well as politicians from a wide range of organizations. The inter-farm KOMBI approach is intended to make agricultural nature conservation and support more effective and efficient, both for nature and for farmers. sollen Agrarnaturschutz und Agrarförderung effektiver und effizienter werden, sowohl für die Natur als auch für die Landwirt:innen. 

We are proud to have moderated the process of finding an identity, defining the various areas of responsibility and project terms, and, despite the large number of stakeholders, to have established them promptly and, above all, unanimously.

Our impact

 

We are delighted that we were able to support the interdisciplinary team right from the start of the project. The KOMBI brand identity we developed is intended to stand out from the usual industry communication materials and make the important topics of the project conversation starters: at a national level but also in the European Parliament. Ultimately, we want biodiversity measures to be duly appreciated in the future as a valuable service provided by farmers and for the much-criticized CAP to be adapted in line with the times. Ideally, KOMBI is just the beginning of an agricultural revolution.