Quick facts
SERVICE
Brand voice development + articulation | Content marketing strategy + execution
OUR ROLE
- Consulting
- Copywriting
- Stakeholder engagement
- Team training
PARTNERSHIP
2022 – 2023
Client
Safe Ag Systems provides safety and compliance management software for agribusinesses.
With teams across Australia, the UK and the USA, the company supports a diverse community of farmers, growers and industry professionals – helping them reduce risk, stay compliant and keep their businesses running safely.
Challenge
Safe Ag Systems operates in a sector where authenticity, connection and credibility are non-negotiable. Farmers and agribusiness professionals value straight talk over spin. Anything that feels contrived or overly corporate is quickly dismissed.
But as the company expanded into new regions and markets, its communication began to lose consistency. With different team members writing everything from client emails to website copy, the tone started to splinter. Without a unified voice, the company found it harder to build trust and maintain a strong, recognisable presence with clients who prize plain speaking and authenticity above all else.
Solution
At the heart of this project was the creation of a unique brand voice and style guide. This practical, everyday tool now ensures Safe Ag Systems’ clients experience a consistent and approachable voice across every touchpoint.
To get there, we followed a staged process:
- Brand voice and style guide development: We defined Safe Ag Systems’ voice following extensive consultation with key staff members. From there, we built a guide with key principles, examples and terminology to help staff apply it confidently.
- Brand voice staff launch and training: We introduced the guide to the extended Safe Ag Systems team through a virtual lunch and learn – showing staff how to bring the voice to life in real-world scenarios.
- Case studies and copywriting: We developed fresh client stories and marketing content – showing staff exactly how to put the new brand voice into action.
Results
Safe Ag Systems now has a unified and bespoke voice that strengthens its brand and builds client trust. Key outcomes include:
- Consistency across all touchpoints: Whether it’s a client email, web page or technical fact sheet, Safe Ag Systems now speaks in one voice.
- Clarity and connection: Messages are simpler, warmer and easier to understand, strengthening relationships with clients globally.
- Stronger brand identity: The new voice positions Safe Ag Systems as a trusted, approachable authority in agricultural safety and compliance.
- Staff alignment and confidence: Team members have a clear reference point when writing, making communication faster and easier.
- Immediate impact: The client described the staff launch session as ‘our best session so far’ – and reinforced RM as an integral partner to the Safe Ag Systems team.
Our unique brief was a challenge but we received outstanding service and a fast turnaround time which was greatly appreciated. We highly recommend RM!
Safe Ag Systems