Cargill Branded Feed: Turning agricultural science into a digital brand system
Cargill Branded Feed had the science, scale, and credibility of one of the world’s most established agricultural companies. The opportunity was to make its digital presence feel equally advanced.
The goal was to create something unexpected for the category: a modern, technology-forward experience rooted in the science behind Cargill’s feed innovations. Not simply a more polished agricultural website, but a digital expression of a company continually questioning convention and advancing what’s possible.
The work also needed to extend beyond a single experience. With a portfolio of distinct feed brands, the design had to establish a flexible digital foundation that could create cohesion across the Cargill Branded Feed family while giving each individual brand room to stand apart.
The brand had the pedigree. The digital experience didn’t.
Cargill Branded Feed sits inside one of the world’s most established agricultural companies, developing feed solutions built around science, research, and a willingness to challenge conventional thinking. But its digital presence told a very different story.
The existing site was dated, difficult to maintain, and lacked the responsive behavior expected of a modern digital experience. More importantly, it failed to communicate the sophistication behind the business. The science, technology, and innovation driving the products simply weren’t visible in the experience.
The mandate was less about redesigning a website and more about closing that gap: create a digital presence that felt as advanced as the thinking behind the products.
What changed
From dated to progressive. Reframed the experience around science, innovation, and technology rather than conventional agricultural category cues.
From static to immersive. Introduced motion, large-scale storytelling, rich imagery, and contemporary interaction patterns to give the brand a stronger digital presence.
From desktop-era to responsive. Designed an experience built to translate naturally across screen sizes rather than treating mobile as an adaptation.
From one website to a system. Established a flexible digital framework capable of supporting Cargill Branded Feed and a portfolio of distinct product brands.
From fragmented brands to a visual family. Gave each sub-brand room for its own expression while maintaining shared UX and structural DNA across the ecosystem.
Not every design problem is a conversion problem. Sometimes the gap is between what a company has become and what its digital presence still says it is. For Cargill Branded Feed, the challenge wasn’t simply making an old website look better. It was translating decades of science, product innovation, and unconventional thinking into a digital experience people could immediately feel.
For Cargill Branded Feed, the challenge wasn’t simply making an old website look better. It was translating decades of science, product innovation, and unconventional thinking into a digital experience people could immediately feel.
And because the business extended beyond a single brand, the solution couldn’t stop at one beautiful website. It needed enough structure to create consistency across an ecosystem and enough flexibility to keep every brand distinctive.
That balance between brand expression and system thinking is what made the work successful.
It’s also representative of how Cawcutt approaches enterprise digital design: not applying a template, but creating the system that allows the business, brand, and experience to reinforce one another.