In a little more than two months, this Ag-Tech startup had a solid brand story and design, as well as a website and animation that clearly articulated who they were and where they were going. Signing two customers in the first weeks after launch was proof that the brand planning was worth it and that the story was gaining traction.
As a leader in the drive to electrify all aspects of the agriculture industry, Gridtractor had a compelling story to tell. Working directly with the CEO, we were able to develop all the essentials for a successful brand launch while appealing to a diverse target audience that included risk-averse farmers, technology-loving early adopters, as well as government officials looking to reward fresh approaches with grant money. Since no actual product existed, it was important to sell these audiences on the story and its future.
The Gridtractor name brings together two different notions—the electrical grid and the tractor as metaphor for the essential farm equipment that can serve as a conduit of that grid. The logo treatment combines a strong abstract symbol with a modern rendering of the company’s name, a signature that calls to mind a literal tractor and a symbol that connotes movement, the sun, the circle, one-to-many, IoT. All these concepts directly relate to the products that Gridtractor can deliver.
To appeal to a diverse but relatively conservative audience, we developed a fresh, clean approach, using brighter earth-tones to connect the farm with the idea of electrification through renewable energy. High-angle shots of crop rows and tractors were used to reinforced the notion of “farm as electrical grid.” Software products were contained within appropriate contemporary devices to help the audience understand what Gridtractor actually offered. The overall project included brand strategy, brand visual design, brand guidelines (some example pages below), website, and explainer video.
Creative Direction and Strategy + Brand Design: Andrew Loesel // Final Website Design and Animation: Alex Chen and Chao Wang — gridtractor.com
The overall project took a little longer than ten weeks. Initial sales calls were overwhelmingly positive with prospects mentioning how clear the story was. A testament to that success: Gridtractor was able to sign two customers within the first month after launch.