With a desire to differentiate itself from other milk cooperatives, Dairy Business Milk Marketing Cooperative (DBMMC) joined forces with Filament for a total rebrand, including a new name. This would allow DBMMC, now Edge, marketplace differentiation and the ability to create a stronger image for their policy and communication initiatives.

For the rebrand, Filament saw an opportunity for something big. After completing primary market research, gaining specific insights from friends and families of employees, the Voice of Milk was born. The Edge brand was built piece by piece with components that added significant value to the organization, including a new name, logo and brand standards and marketing materials – all of which created a cohesive identity to support a consistent message. These tools were developed specifically for delivering new enthusiasm for dairy lobbying and conversations in the marketplace helping to distill the true nature of the organization – to give every farmer a strong voice in Congress, with customers and within their communities.

There is now a confidence and momentum to take Edge to a new level, beyond advancing to become one of the top cooperatives in the country by milk volume.