case

About the client

FMEC is a British agricultural company that provides comprehensive solutions for modern farmers who want to automate and optimize their workflow processes.

Away from the Greenery Dominance

We analyzed competitors and identified stereotypical solutions in the corporate styles of agricultural companies: natural colors (especially green!), botanical motifs, and emphasized connection with agriculture.

To distinguish the new FMEC brand from their ranks, emphasize progressiveness and involvement in high technology, we chose blue-violet shades often used in IT.

Farmers are the Target Audience

FMEC is a company with experience and deep understanding of its clients. Together, we identified a series of farmers' 'pains': rising prices, climate change, the need to optimize processes, and most importantly, the fear of new technologies. Therefore, an important task for us was to make communication trustworthy and secure.

To personalize the brand, we chose the archetypes of 'Magician' and 'Everyman'. In this combination, the brand is perceived as welcoming. It highlights care not only for people but also for the planet as a whole. Also, it explains, clearly and interestingly, digital transformation, and shows that the technologies offered are, in fact, intuitive.

Mascot, Slogans and AI

FMEC serves as a guide to modern technologies for farmers. To emotionally connect the brand with the target audience and convey the idea of assistance, we introduced a mascot.

Meet the farm robot—a friendly assistant well-versed in all things tech, poised to help farmers tackle their challenges. The mascot is further brought to life through neural networks—all headlines and slogans are generated with the assistance of ChatGPT. The robot's face is a digital screen communicating with the audience through emojis and brief words.

Enhanced Recognition through Contrast

We enhanced brand recognition through a deliberate blend of pixelated graphics and field photographs on billboards, effectively merging the real and digital worlds—much like FMEC does. 

This pixelation also permeates the illustrations, adopting an ASCII style where images are formed using letters and other textual characters. We devised a template empowering the client to autonomously craft ASCII illustrations from any image.

Self-Sufficient Logo

Thanks to a solid analytical foundation and consistent work, the logo solution emerged effortlessly, serving as a natural extension of the other stylistic elements. It also reflects the theme of merging the digital and real worlds—it features both 'classic' and deliberately pixelated letters.

Comprehensive Brand Guidelines

All solutions were compiled into a comprehensive yet user-friendly brand guide. We included a table of contents, section navigation, and detailed guides on using all elements of the corporate style. It covers everything from the specifics of applying graphics to merchandise to creating ASCII illustrations, with grids and layout formation rules described in detail. 

This approach saved the client team time and effort—all visual elements are fully prepared for printing on various media and for use in digital formats.

Flexible Style as the Result

From the outset, we immersed the client in all development processes and fostered a trusting communication environment. Working iteratively, we were able to find the best conceptual and visual solutions. The new FMEC brand conveys ideas of friendliness, reliability, and readiness to always assist and tackle any challenges together. 

The style is flexible: its elements are simple yet easily scalable. Each element contributes to the core idea—integrating the digital environment into the farmer's reality. Such flexibility and recognizability are beneficial for the brand's future development—for instance, in creating a new website for the company group.