AgTrax, a leading provider of integrated agribusiness software in the Midwest, has partnered with Sullivan Higdon & Sink (SHS) to further develop their brand and introduce its latest comprehensive software product, TraxView.

The company, based in Hutchinson, Kan., is known for its commitment to service and innovation. In considering SHS as their agency partner, AgTrax found a similarly aligned passion for standing out from the flock. “I knew we wanted an agency that would look at our needs outside the typical agriculture environment. After meeting the team, we were convinced SHS was the right agency to help us develop AgTrax, a rapidly evolving organization with a unique product offering,” said Chuck Jenkins, director of marketing and sales with AgTrax.

To begin the new partnership, SHS conducted an audit of the company’s current marketing and communications efforts, and then completed new brand standards and creative elements.

The first phase of work included logo development for both AgTrax and TraxView, a website update and new collateral. The program of work includes a total website refresh in 2013, as well as upgrades to trade show materials.

To meet AgTrax’s desire to remain cutting edge within their ever-changing industry, SHS will also be offering public relations support and media planning.

“We’re very eager to immerse ourselves in the agribusiness industry and help the AgTrax brand go from great to remarkable,” said Tom Bertels. “We are grateful for the opportunity to collaborate with yet another strong B-to-B company as it offers essential support along the food value chain.”