Farm Credit Services of Missouri has named Osborn & Barr agency of record to re-brand the organization.

The assignment will include rebranding the 90-year-old rural lender. The image will expand and embody all present-day FCS customers in the areas of rural lifestyle living and capital markets, as well as production agriculture. At the same time, it will maintain pride in its agricultural roots. “We especially want to open our appeal to those moving to the country for lifestyle reasons,” explains Daryl Oldvader, chief executive officer, Farm Credit Services of Missouri. “Buying land or homes in the country is different from buying or building a home in the city. We understand those differences and have the experience to help people make the adjustment. We want our brand to say, ‘Come to us, we know the neighborhood and would be glad to show you around.”

The project will include market research, strategic insight, branding exercises and design.