--- title: "Prairie Ag: A new name for a 30-year dealer, trust intact" description: "Culture Cartel renamed and rebranded Tingley's Harvest Centre as Prairie Ag: naming, trademarks, identity, signage and digital transition in Western Canada." canonical: https://www.culturecartel.ca/work/prairie-ag language: en-CA publisher: Culture Cartel --- Prairie Ag # Prairie Ag A new name for a 30-year dealer, without losing a customer’s trust. - **Client:** Prairie Ag - **Format:** Brand - **Industry:** [Agricultural equipment dealer](https://www.culturecartel.ca/industries/equipment-dealer-marketing-canada) - **Location:** Western Canada - **Year:** 2022 ![Prairie Ag dealership at dusk with the new illuminated sign above a red facade](https://www.culturecartel.ca/media/w/f79f2c_c6f3247adb7d4b3c-2000.webp) - **Years of brand equity carried into a new name:** 30 Services - Naming - Rebrands and refreshes - Identity design - Brand systems - Digital marketing - SEO and GEO Practice - [Strategy & Brand](https://www.culturecartel.ca/services#brand) - [Growth](https://www.culturecartel.ca/services#growth) [Start a project like this](https://www.culturecartel.ca/start?service=brand&ref=prairie-ag) ## The brief Prairie Ag was born from the complete transformation of Tingley’s Harvest Centre, an established agricultural equipment dealer with three decades of history in Alberta and Saskatchewan. The business needed a new name and a new identity. We ran every facet of the transition, from naming, trademarking and business registration to the rollout across every physical and digital touchpoint. ## The insight Retiring a name with 30 years of equity is a high-stakes move. Farmers buy from people they trust, and that trust was attached to “Tingley’s”. The risk was never the new logo. It was the gap between old and new, where customers might not recognise who they were dealing with. So the rollout had to land everywhere at once, while the business kept selling. ## The work ### Naming and legal architecture We led the naming strategy, copyright and trademark registrations, so the new brand was legally protected and positioned to grow across multiple Canadian territories. ### Identity and rollout The full visual system: logo, corporate stationery, vehicle graphics, territory flags and large-scale dealership signage. Then the merch and customer kit that put the name in people’s hands. ### Digital transition We migrated and grew the brand across social, LinkedIn and Google Business Profiles, with SEO and GEO continuity so existing customers could still find the dealership under its new name. ### Ongoing brand marketing We ran the ongoing brand marketing and digital work that established Prairie Ag as the new standard in its regional market. ## The result Tingley’s became Prairie Ag through one synchronised rollout: new signage, legal registrations, a full collateral library and an active market presence held through the switch. A legally protected brand, ready to grow across territories, with three decades of history behind it. Project highlights ![Prairie Ag logo mocked up on the corner of a glass office building](https://www.culturecartel.ca/media/w/f79f2c_df52d837bbe247d3-2000.webp) 01 / Prairie Ag logo mocked up on the corner of a glass office building ![Prairie Ag signage on a blue dealership building in winter](https://www.culturecartel.ca/media/w/f79f2c_2b3d78fb7f4445be-1200.webp) 02 / Prairie Ag signage on a blue dealership building in winter ![Prairie Ag wordmark over a collage of combines and tractors](https://www.culturecartel.ca/media/w/f79f2c_2b467039c54c42fa-1200.webp) 03 / Prairie Ag wordmark over a collage of combines and tractors ![White pickup truck with Prairie Ag vehicle graphics](https://www.culturecartel.ca/media/w/f79f2c_bffff7b98a954521-1200.webp) 04 / White pickup truck with Prairie Ag vehicle graphics ![Pickup truck with orange and white Prairie Ag vehicle wrap](https://www.culturecartel.ca/media/w/f79f2c_9151c1df7f014356-1200.webp) 05 / Pickup truck with orange and white Prairie Ag vehicle wrap ![Prairie Ag street banners on a lamp post against a blue sky](https://www.culturecartel.ca/media/w/f79f2c_3bd272c275ac4dfa-2000.webp) 06 / Prairie Ag street banners on a lamp post against a blue sky ![Boardroom table covered in Prairie Ag branded tote bags ready for customers](https://www.culturecartel.ca/media/w/f79f2c_4e11d1da8893492f-1200.webp) 07 / Boardroom table covered in Prairie Ag branded tote bags ready for customers ![Man wearing a black Prairie Ag cap](https://www.culturecartel.ca/media/w/f79f2c_d328e3fc3933402b-1200.webp) 08 / Man wearing a black Prairie Ag cap ![Orange Prairie Ag toque on a black background](https://www.culturecartel.ca/media/w/f79f2c_8dd8a94befad420c-1200.webp) 09 / Orange Prairie Ag toque on a black background ![Prairie Ag corporate envelopes and stationery](https://www.culturecartel.ca/media/w/f79f2c_bc25eb9751d04c99-1200.webp) 10 / Prairie Ag corporate envelopes and stationery Results described qualitatively. ## Start a project like this. Positioning, identity and senior judgement that make you the obvious choice. Tell us where you are and where you need to be. [Start a Project](https://www.culturecartel.ca/start?service=brand&ref=prairie-ag) [Ask about this project](https://www.culturecartel.ca/lens?mode=ask&ref=prairie-ag) Related work - [Kubota](https://www.culturecartel.ca/work/kubota): The strategic engine behind a category-leading brand. · **80+** Dealers supported across Southern Africa · Brand / Agriculture and Power Equipment / Johannesburg / 2021 - [Smith Power Equipment](https://www.culturecartel.ca/work/smith-power-equipment): 19 brands. 7 categories. 6 countries. One marketing engine. · **19** Global brands in one distribution portfolio · Brand / Power Equipment and Agriculture / Johannesburg / 2019 - [Hepson Equipment](https://www.culturecartel.ca/work/hepson-equipment): Steady lead flow and a brand that stays visible. · Digital / Equipment dealer / Canada [Next project Baoli Engineering the market entry of a global materials handling contender. Keep scrolling](https://www.culturecartel.ca/work/baoli) --- Culture Cartel, 8 The Esplanade, Toronto, ON M5E 0A6. info@culturecartel.ca, +1 647 459 2154. Start a project: https://www.culturecartel.ca/start