CREATIVE DIRECTION, DESIGN, EDITING
Agventure Farms
As Head of Design for a vertical farming start up, my role was to create a cohesive brand and to design a suite of products to gain exposure to this emergent technology, with a means to onboard and update investors. This involved a 360 approach to communication including Out-Of-House marketing, printed assets, digital assets and content for social media.
Background
Vertical farming applies urban building principles to agriculture: growing food upwards rather than outwards. This innovative approach addresses shrinking farmland, soil erosion, and increasing urban populations.
The company’s core product was a proprietary system combining specialized lighting and hydroponics housed within shipping containers, creating efficient, self-contained growing environments regardless of location.
Created in Procreate & Photoshop
The Brief
The concept of vertical farming is straightforward: grow food upwards instead of outwards. Just as we build tall buildings in cities where space is limited and expensive, we can apply the same thinking to agriculture. This approach offers a solution to shrinking farmland and growing urban populations.
I completely rebranded this innovative startup, creating a new logo, brand guidelines, marketing materials, and motion graphics. I built a creative team by hiring specialized designers and a web developer to enhance the company's visual presence and help communicate their vision to investors and customers.
Created in Illustrator, Photoshop & InDesign
Brand Development
I created a modern, distinctive logo that represented the vertical growth concept central to the company's technology. This was accompanied by comprehensive brand guidelines covering typography, color palette, visual language, and usage rules to ensure consistency across all communications.
Physical Marketing
For the farming containers, I designed schematic visualizations and exterior branding that clearly communicated the technology while maintaining brand consistency.
Shipping container vinyl wrap created in illustrator
Technical Illustration
I developed detailed illustrations explaining the specialized lighting systems used for plant growth, translating complex technical information into clear, engaging visuals that could be understood by non-technical audiences.
Created in Illustrator from technical specifications.
3d version created in blender from illustrator files
Digital Marketing
The digital strategy included creating animated content for social media platforms, and showcasing the farming process and technology benefits. I also designed and produced regular investor newsletters highlighting company progress and achievements to maintain stakeholder confidence.
Paid promotion for Facebook ads, leading to a sign-up page and the creation of digital banner ads for industry specific web sites were also used to increase digital traffic.
Created in After Effects and Premiere Pro
Digital ads for sector specific web sites.
Compressed animated GIF created in Photoshop.
Team Leadership
As Head of Design, I built and led a creative team by assessing cv and portfolios and interviewing many crea. A great team was gathered consisting of a full-stack web developer and junior designer, copywriter. I also oversaw a freelance photographer.
I provided ongoing guidance and mentorship while steering the overall creative direction, ensuring all work aligned with brand standards and the business objectives. This team structure allowed us to handle the diverse range of deliverables required for this multi-faceted marketing effort.
