Farming is a family affair—at least it is for most of Unity Seeds’ customers. Unity sells corn, soybean and other agricultural seed to farms around the country, including many small farms that have been in a single family for generations. In early 2014, Unity commissioned Indianapolis–based boutique agency Seal Ideas to create a full array of marketing and advertising materials including seed catalogs, brochures, posters and direct mail. Because farmers are bombarded with cliched, stereotypical marketing materials, Seal Ideas aimed for the American Family Farm campaign to be different, both in visuals and voice. So, rather than rolling out all-too-familiar photos of cornfields and pickup trucks, Seal Ideas commissioned original illustrations. Then it paired those illustrations with insightful statements that rang true for an audience that was accustomed to patronizing, boring advertising.