Mosaic

National campaigns for Mosaic MicroEssentials and Mosaic BioSciences

Mosaic came to Modern Climate with two distinct—but equally complex—asks: elevate MicroEssentials®, a long-established premium fertilizer brand, through a fresh creative campaign that would break through with growers and reinforce its ROI-backed value; and develop a foundational brand platform for Mosaic Biosciences, a newer suite of biological products in a space often clouded by confusion, skepticism, and pseudoscience.

The common thread? Both needed a message that could cut through the noise—one that wasn’t just informative, but persuasive. Mosaic wasn’t just selling inputs. They were offering confidence backed by data, science, and agronomic credibility. The creative challenge was to express that assurance in a way that was sharp, bold, and strategically differentiated for each audience.

The Big Idea

For a performance-driven brand like Mosaic, product credibility is non-negotiable. But in a crowded, often commodity-focused category, credibility alone isn’t enough—it has to be delivered with clarity, confidence, and a compelling point of view.

That was the thinking behind two distinct platforms for two very different audiences. The Mighty Micro reintroduced MicroEssentials with the swagger of a proven champion—one granule delivering four essential nutrients and years of agronomic results. The campaign leaned into bold, minimalist copy and data-forward headlines like “More in. More out.” to spotlight Mosaic’s yield advantage in a sea of sameness. With regional variations and national reach, the creative walked the line between brand campaign and performance storytelling.

For Mosaic Biosciences, the opportunity—and challenge—was different. In a category clouded by skepticism, we positioned Mosaic’s biologicals as The Bio(logical) Choice. A strategic play on words and mindset, the platform grounded new science in familiar logic. Conversational, smart copy disarmed doubts and reestablished Mosaic’s expertise, while a flexible message structure supported product specificity (BioPath®, PowerCoat™) and regional customization through field trial data.

Distinct in voice but unified in purpose, both campaigns proved that even the most complex agronomic stories can be told simply—and memorably—when strategy and concept work hand in hand.

Designers: Emily Thompson and Annie Clark.