Growing engagement through smarter design

The challenge

ICL Growing Solutions operates in a complex and highly competitive marketplace. As a leading provider of specialist fertilisers, plant protection products, and growing media the business serves a diverse customer base including professional growers, landscapers, and turf specialists including a variety of sports and golf courses. The business must balance scientific credibility with commercial impact, in a price-sensitive market.

Within its Professional Horticulture division, the challenge was particularly acute. Growers are under increasing pressure, from sustainability regulations to rising input costs, and are looking for solutions that deliver both performance and environmental responsibility.

At the same time, the market is crowded. Many competitors compete aggressively on price, making it harder to communicate the real value of ICL’s technically advanced products.

ICL needed to:

• Cut through & differentiate in a noisy, price-driven market
• Better communicate complex, technical benefits
• Meet demand for higher performance with reduced inputs
• Strengthen relationships with and educate professional growers
• Drive engagement with their audience in a more meaningful way

Our approach

ICL already had a strong foundation: industry-leading products, deep technical expertise, and a commitment to innovation and sustainability. The opportunity was to bring this to life more effectively through their communications. That’s where Ascender came in.

Working closely with the ICL team, Ascender focused on transforming their marketing including their “Tech Matters” e-newsletter to professional nursery growers, into a high-impact communication tool and one that didn’t just inform, but engaged their customer base.

The strategy focused on the following key pillars: Production Innovation, Sustainability, Technical Support, Market Segmentation and Branding. With each area centred around ensuring:

• Clarity over complexity – simplifying technical messaging without losing credibility
• Stronger visual storytelling – using design to guide readers and improve usability
• Consistency – building a recognisable and trusted communication format
• Engagement-first thinking – aligning content around what growers actually needed, month by month

What we delivered

Ascender led the creative execution, designing a suite of materials & communications that elevated their entire approach including the “Tech Matters” campaign.

Led by our designer Justin, the work included:

• A refreshed, clean and professional email design
• Engaging graphics to support content throughout the year
• Improved structure and readability to make technical information more accessible
• A cohesive visual identity across channels

The result was a communication platform that reflected the quality of ICL’s products and expertise,  while making it easier for busy growers to digest and act on the information contained.

The impact

The impact was immediate and measurable.

• Consistent year-on year growth
• Improved adoption of CRF technologies
• Growth in sustainable product solutions sales
• Record-breaking open rates & engagement across the email programme
• Stronger ongoing relationships with ICL’s professional grower audience
• Reinforced positioning as a trusted, expert partner, not just a supplier

Beyond standard metrics, the biggest shift was in how ICL connected with its audience: moving from information-heavy updates to genuinely valuable, insight-led communication, driven by compelling creative.

Working together

Ascender has supported ICL for over 10 years and this project is another example of that partnership delivering real results.

“We came to Ascender for help, and they delivered exceptionally, just as they have with all of their service over many years for ICL.”

For ICL, success isn’t just about selling products – it’s about helping growers achieve better results in a more sustainable way. By combining technical expertise with smarter, more engaging communication, Ascender has helped bring that mission to life.