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AgTechTM
Tech & agriculture startup incubator
AgTechTM is an incubation program for startups from the agricultural field. The program contains a series of events and aims to assist and fund startups who use technology to innovate the field of agriculture. It was created by Agroland, the largest chain of agricultural shops in Romania, together with Cowork Timisoara, an NGO active in the local startup and tech scenes.
Date:
February 2020 — March 2020
Roles:
Creative Direction, Graphic Design, Digital Design, Print Design, Marketing Design
The challenge
It was challenging for me to work on the project since I knew very little about how agriculture and tech interact. Because of this, it took a lot of research and exploration to find an appropriate visual identity for the program.
The solution
The somewhat contrasting but also complementary nature of the two domains involved was the basis for the identity: the focus is on red, which represents technology and the benefits it brings, while the other colors represent nature — warm greens for the crops and plants, yellow for the fields of grain and light blue for the sky. The shapes used in the logo and as background graphics come to complement the theme of the identity and are reminiscent of large fields or round fruit. At the same time, the materials created take into account the technological aspect of the program, favoring lots of whitespace, gray background colors and tech imagery (ie. drones).
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