Brand identity · Brand strategy · Website
Turning an AI platform into an indoor farming company
3 min read
Role
Designer and Creative Director
Timeline
2022
Scope
Brand identity · Brand strategy · Website
Industries
Indoor vertical farming
Outcome
One story across the mark, the site and the deck
From AI platform to farming company
The AGEYE rebrand is a visual identity and a message built around one shape lifted out of the existing logo, then applied across the website, the presentations, the packaging and the signage. AGEYE had grown by then from a pure AI platform into a company selling complete indoor farm management, hardware included, and the brand still presented it as software. I rebuilt the identity so the first thing a visitor understands is that AGEYE grows food, and the AI arrives as the method.
The brief
AGEYE covered the racking, the automation and the software by this point, and still spoke like an AI platform. The website read like a manual, the presentations were built out of AI vocabulary, and a visitor could not tell in a minute what the company sold.
Behind the vocabulary was an ordinary problem: growing better food, more sustainably, in less space. The constraint was to make that legible without making the technology sound simpler than it is, because the same materials had to hold up in an investor meeting.
Billboard using the new leaf mark for crops, growers and farms
Three brand posters with a scannable crop record
The solution
The existing logo already contained an organic, leaf like shape. I pulled that shape out and made it the unit the identity is built from, so it repeats across the mark, the site, the posters and the packs, and it is the thing that connects a screen full of sensor data back to a plant.
The positioning flipped with it: not an AI company doing farming, but a farming company using AI. From there everything is described by what it grows first, and by the system that grew it second.
On a pack of basil the idea turns literal. The label carries a scannable crop record, so the software that tracked the plant is the same thing the person buying it can read. That is the same claim the brand makes everywhere else, printed on something a shopper picks up.
The process
I restructured the site around the three things AGEYE sells.
AGEYE Grow: the automated vertical farming system, with robotics, fertigation and racking.
AGEYE Operations: the platform that centralises farm data into one working view rather than a wall of charts.
AGEYE Intelligence: the AI layer, described by what it produces, healthier plants and better yields, rather than by algorithm.
The pages then run in one order: the food problem, how AGEYE solves it, then the evidence it works. A visitor reaches a product page already knowing what the company is for, which is the part the old site left them to work out.
Site headline as a hoarding wrapped around a building in lettuce
The impact
What the brand says now
AGEYE now leads with what it is for rather than with its feature list, in one voice for two audiences that usually need separate decks. Investors want evidence the technology is real. Growers want to know what it does inside their facility.
The leaf carries that in one shape, on a pack, a dashboard or a hoarding, without a paragraph of explanation attached.
Computer vision overlays counting lettuce beside thermal and cycle score views