Following a brand realignment that brought multiple existing seed brands together, Mustang Seeds partnered with Caliber to kick off the 2027 sales season, introduce its new brand, and build excitement around what’s next. The goal was to reintroduce Mustang as a major seed company in the Upper Midwest while giving dealers a clear sense of the momentum behind the new brand.
Mustang’s Premium Dealer Kickoff brought its top dealers together for a three-day conference in Minnesota, with off-site experiences planned throughout the event. Caliber helped bring the brand to life across the conference space, evening venues, and event materials. We developed the event theme, Grow Something Greater, as a rallying point for the sales team and dealers—capturing the momentum of the new Mustang brand while encouraging attendees to keep growing their businesses. From the event graphics and room design to speaker intro videos and a dynamic background loop, every detail worked together to create a cohesive and memorable experience.
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The Caliber team took our kickoff events to the next level this year. Our attendees could feel the new energy and walked away with even more excitement. A lot of that came through in the thoughtful executions Caliber helped us bring to life. We’re so grateful for their partnership and the way they helped make these events stand out.
To help introduce the rebrand beyond the event, we also created a Mustang Seeds brand anthem video featuring the new logo and brand story. The video debuted as part of the kickoff and was later adapted for social media, giving Mustang a long-term marketing asset they can continue using well beyond the launch.
The experience extended beyond the conference room, with branded evening events at a local distillery and a lake cruise. Caliber carried the event theme and Mustang branding into each space, turning the off-site activities into fully branded experiences and giving attendees plenty to talk about.
Of course, no brand launch is complete without some new swag. Working alongside the Mustang team, we concepted, designed, and produced a collection of branded merchandise for the sales team and dealers—giving them new ways to wear the brand and show their Mustang pride.
We also helped build anticipation ahead of the reveal with a series of three teaser videos on social media, gradually building momentum before the new Mustang logo was unveiled. From the first teaser to the final event, the launch brought the new brand to life in a big way—and set the stage for what’s ahead with our partners at Mustang Seeds.
