Elemental
Brand & Identity — GrAphic Design — Presentation Deck — Website — AI DESIGN
Elemental, also known as Elemental Agronomy, is a new AI-driven service for autonomous agriculture. Their subscription-based software for agricultural robots aims to minimize costs, waste, and environmental impact in large-scale farming. Currently in the early stages of fundraising, Elemental sought to elevate their brand to attract interest and achieve their funding goals.
I was tasked with a complete rebranding to create an identity that would appeal to VC investors, farmers, and the broader agricultural community. The project also included redesigning their pitch deck and incorporating their new identity into a streamlined website.
Design Approach
PROCESS
In my discussions with the CPO, it quickly became clear how to address their goals. They were struggling with fundraising and appeal, and we both agreed that their current materials weren’t effectively showcasing their product. We reached an agreement on the Statement of Work, which included developing a logo/identity, pitch deck, and website. Inspired by their blend of natural and digital elements, agriculture, and the inherent geometry of farming, I proposed three initial logo options: one that elevated their existing logo, one incorporating pixelation, and a third based on the selected concept. After consulting with their customer-base advisors, we refined the identity to best meet their needs. Another exciting element we both wanted to integrate was the use of AI elements in the design, aligning with their incorporation of AI in their product.
One key discussion was whether to drop “Agronomy” from the company name. We decided to keep it as an option for specific contexts but otherwise omit it. For the color scheme, incorporating green was a must for an agricultural company, and finding the right balance and contrast with green was a significant part of the process. Initially, I created a custom font based on the logo, but we eventually opted for the elegant and clear Poppins typeface. I also provided guidance on the type of imagery and video to acquire and use. Throughout, we engaged in numerous conversations to adapt and refine the visual identity to enhance its impact.
OUTCOME
Increased engagement with farmers purchasing the product and with VCs investing in the company. Continued in a consulting role as a creative/design advisor for Elemental due to the positive outcome of my work. Will concentrate on future robot iterations, ensuring design quality remains at a high standard.
Before
After
Branding & Identity — Graphic Design — Art Direction — Client Management — Presentation Design — Website — Organization — Creative Consulting — Business Development — Communication — Advisor
