CropTrak
Concept x BrandingCONCEPT PITCHOften times the hardest workers lie low behind the scenes. This is especially true for CropTrak, a management system that provides end-to-end supply chain tracking: from seed, to crop, to shelf. Used by massive food and beverage industries, creating a new identity for CropTrak meant bringing modern data management with the hands-on work of the farmland.
MY ROLEMy direction for this pitch was based off the idea of “Guarding your growth.” The logo mark speaks to the peace of mind for both farmers and massive food industries to be able to communicate and predict crop yields easily. To tie it all together, I built a brand system based off earthy textures and a modular grid to show the macro and micro nature of the business.
Contributors: Creative Director: Steve Secviar, Copywriter: Erik Enberg — 2023