Argenti Lemon

2020–2022 · Lemon growing and export · Tucumán, Argentina
Independent consultant, remote

Communications strategy
Brand strategy
Internal culture
Brand voice and copy

A company that exports to more than thirty countries had spent almost twenty five years assuming its work spoke for itself.

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Context

Argenti Lemon has grown lemons in Tucumán since 1997 and employs more than three thousand people each season. For almost twenty five years it barely spoke. The company trusted that its work said enough, and while everyone who mattered was within reach, it did.

That had stopped being true. The operation had grown into an integrated industry selling into thirty countries, a second generation was moving into management, and the company knew exactly where it stood without being able to say where it was going. Then 2020 arrived, and a conversation that was already overdue had to happen through a pandemic.

What I did

I started by listening at scale. The diagnosis took input from more than 1,200 people across every area of the business, employees, customers and suppliers, because a company that has never talked about itself cannot be understood from the top. One idea came back in different words from almost everyone: Argenti is close, and it is not indifferent to people. That became the spine of everything after it.

I did not write the identity alone, and that was the point. I ran workshops with 79 internal collaborators to build the cultural principles and validate the brand guidelines, because a culture written by an outside consultant is a document, while one written by the people who live it is an agreement. For the same reason I pushed to create a Communications Committee, a cross functional group with real ownership of the company's storytelling, built to keep running after the consultancy ended.

Then the work turned outward. I defined the information architecture of the new corporate website with the team and wrote every word of its copy, wrote the script for the company's first corporate film, and launched two channels that had never existed: Argenti Dice on YouTube, and Noticias Argenti, a monthly internal newsletter.