Tasmania is a world leader in agricultural and what they produce is in high demand around the world. An equally world-class brand was required to encourage school-age teenagers to consider agriculture as a career.
— Work
What we did:
The agriculture sector is vital to the health of Tasmania’s population and the prosperity of the state. It’s also one of the most diverse, innovative and exciting places to work. From on-the-land to in-the-lab, Ag Connect has been created to inspire and guide students into a career they might not have considered. It is an education and careers guidance resource for students, teachers and parents, funded by the Tasmanian Agriculture, Education and Training Department.
Our research defined both the target audience and the most resonant messages. We started with a naming process and found consensus for ‘AgConnect’. It’s about connections, conversations, understanding and bespoke advice based on individual circumstances and aspirations. Connecting students with opportunity and inspiration; connecting Tasmanian agriculture to its future.
A full brand design system followed shortly after, alongside messaging, website content and design.
Our brand identity takes visual inspiration and guidance from the Tasmanian farming landscape in the same way Ag Connect offers inspiration and guidance to the student audience.
Ploughed furrows and ridges; the patchwork effect of different crops; polytunnels, boundary hedges and the tramlines of tractor tracks. Purposeful and practical, the Ag Connect logo is built using a network of these lines, because that’s how the brand works – connections and intersections providing the information, insight and guidance necessary to land a job in the sector.
Research and strategy
- qualitative and quantitative research and analysis
- targeting and positioning
- content planning and creation
- reputation management
- brand governance
Brand identity and design
- logo design
- visual identity system
- brand guidelines
- creative direction
- website design and development
- brand launch
Content strategy and copywriting
- brand narrative
- website copy
- campaign messaging
- community engagement
- campaign creation and management
