Sustainable cotton, sustainable leadership

Client: Cotton LEADS™

The Project

The Cotton LEADS™ program connects businesses around the world with leading on-farm efforts in sustainable cotton production. They’d seen the website we designed for Field to Market™ – and they thought a website refresh would help them continue recruiting new partners and actively engage their existing partners in ongoing research, innovative new technology and more.

We agreed that a new website was a must – but from the very start of our engagement, we’ve been more than “just” a design team. We quickly became their agency partner who uncovers new opportunities, pushes them to try new things, and builds their leadership position in the global cotton and textile industries.

Client Challenge

The initial ask was to refresh their website. But after immersing ourselves in their business, we realized they were dealing with a much larger issue: they weren’t clearly communicating who they were or why businesses should partner with them. As a result, the program faced a fundamental visibility challenge within the industry.

Building the Cotton LEADSTM Brand

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Messaging and
Website

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Industry Goals
Video

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Farmer Recruitment
Video

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Partner Profile Videos

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Outreach

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Building the Brand

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Messaging and Website
Reimagine messaging and recreate the Cotton LEADSTM website to drive companies from awareness of the program to active partnership and informed decision-making in their supply chains

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Industry Goals Video
Announce U.S. industry goals

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Farmer Recruitment Video
Recruit U.S. farmers to use the Fieldprint® Calculator

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Partner Profile Videos
Tell the Cotton LEADS story from their partners’ point of view

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Outreach
Spread the word – put the message in front of the right audiences

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Building the Brand
Build the Cotton LEADS brand so they can make the greatest impact for sustainability

Building the Cotton LEADSTM Brand

cotton-diagram-1g
cotton-diagram-1g

Messaging and Website

cotton-diagram-1g

Recreate the Cotton LEADSTM website to drive companies from awareness of the program to active partnership and informed decision-making in their supply chains

cotton-diagram-1g

Industry Goals Video

cotton-diagram-1g

Announce U.S. industry goals

cotton-diagram-1g

Farmer Recruitment Video

cotton-diagram-1g

Recruit U.S. farmers to use the Fieldprint Calculator

cotton-diagram-1g

Partner Profile Videos

cotton-diagram-1g

Tell the Cotton LEADSTM story from their partners’ point of view

cotton-diagram-1g

Outreach

cotton-diagram-1g

Spread the word – put the message in front of the right audiences

cotton-diagram-1g

Building the Brand

cotton-diagram-1g

Build the Cotton LEADS brand so they can make the greatest impact for sustainability

Shelton Solution

Our solution was, and continues to be, to build the Cotton LEADS brand via thought-leadership activities and trade advertising, ultimately raising awareness of what the program is and inspiring companies to take up the banner of sustainable cotton production.

The first step was to clearly, concisely reimagine how the program describes itself and invites partners to engage. We crafted the line “Committed to cotton. Committed to good” to capture the program’s value proposition, and then brought that to life through a combination of assets, including a website, trade advertising campaign, point of sale materials and videos.

To create those videos, we interviewed industry leaders from Cotton Inc., National Cotton Council, and brand and retailer partners. We edited and produced the videos to squarely position Cotton LEADS as an invaluable facilitator of sustainability – of “good” – up and down the cotton supply chain.

Critical Elements

  • Crafted new “who we are” and “what we do” language
  • Designed and built the new Cotton LEADS website with a fresh, modern look and feel
  • Produced multiple videos (including interviews + story development + all production work)
    • U.S. cotton industry sustainability goals video
    • Field to Market Fieldprint Calculator® recruitment video
    • Partner profile videos for Walmart, Hanes, Gildan, Fruit of the Loom and Wrangler
  • Trade print campaign development and ad execution
  • Digital advertising
  • Apparel hang tags

The Payoff

The clear, cohesive branding we created across platforms has set the program up for increased brand awareness and more partners who actively rely on and engage with the Cotton LEADS program.

Suzanne Shelton

President and CEO

Suzanne is the voice and the vision of Shelton Group. Drawing on her extensive experience in energy and the environment – and 25+ years in the marketing and advertising industry – Suzanne provides high-level strategic insights for our clients and guidance for our research and creative departments. She regularly speaks at conferences around the country, including Sustainable Brands, Fortune Brainstorm E and the International Builders’ Show, and serves as a guest columnist for publications like Fast Company, Green Builder and GreenBiz.com.

Susannah Enkema

VP Research & Insights

Susannah directs our research team and plays a key role in extracting the nuggets of information that pave the way for recommended marketing strategies and creative approaches. Susannah has nearly two decades of market research and strategy experience, including her role as president of SE Consulting, where she led the services for the likes of DIY Network and the makers of GORE-TEX®.

Matt Brass

VP Creative

Matt steers the creative department in concepting, designing and producing campaigns. He ensures sound strategy and deep insights inform everything his team develops, and works closely with the accounts department to ensure copy and designs will meet our clients’ goals. As a designer and filmmaker himself, he’s also a principal contributor to all of Shelton’s in-house photography and videography work.

Courtnay Hamachek

VP Operations

Courtnay oversees our day-to-day operations to keep us running smoothly and support our growth. She establishes project management systems and processes to help our teams anticipate bottlenecks, prevent process issues, and keep projects on time and on target. Courtnay has built extensive experience over 25 years in all aspects of marketing, from account services and project management to design and production.