Adaviv — explaining how AI can help agriculture grow smarter

Adaviv — explaining how AI can help agriculture grow smarter

branding
story
ux ui
ai

Adaviv is a Boston based startup bringing AI tools to agriculture. At the intersection of both worlds, Adaviv combine machine learning, high resolution sensors and data analytics tools with a deep understanding of the growing process. Together we worked on defining Adaviv’s visual language as well as the narrative around the brand and the product, gathered on a simple website.

see the website

Adaviv is a Boston based startup bringing AI tools to agriculture. At the intersection of both worlds, Adaviv combine machine learning, high resolution sensors and data analytics tools with a deep understanding of the growing process. Together we worked on defining Adaviv’s visual language as well as the narrative around the brand and the product, gathered on a simple website.

see the website

home 1

Branding

Branding

Technological yet organic

Technological yet organic

Just like Adaviv’s products, its visual identity mixes the agriculture and AI worlds. It brings together the precision of the technological tools and the organic aspect of the agriculture industry. Adaviv’s visual identity is based on a combination of carefully chosen fonts, colors and patterns conveying a sense of seriousness while remaining playful.

Just like Adaviv’s products, its visual identity mixes the agriculture and AI worlds. It brings together the precision of the technological tools and the organic aspect of the agriculture industry. Adaviv’s visual identity is based on a combination of carefully chosen fonts, colors and patterns conveying a sense of seriousness while remaining playful.

fonts

Testing different open source fonts

As an early stage startup, Adaviv’s identity is bound to evolve. Therefore we decided to work with open source fonts, which allows us for more flexibility in future design updates. In the past years, high quality open source fonts have been thriving online and it was a real pleasure to look deeper into this world to find the right font pairing for Adaviv. The goal was to find the right balance between a visually strong headline font that could bring an organic feel, and a calmer text font that could relate more to the technological side of the identity.

The headline font we ended up selecting - Forum by Denis Masharov - has a very strong personnality with a light weight and an organic feel, on top of an elegant but not too precious design. Inspired by Roman fonts, it seems grounded in time, wich works well with the agriculture industry. The text font - DM Sans by Colophon Foundry and Jonny Pinhorn - is a more traditional geometric sans serif, related to today’s tech world. It brings a contemporary feel to the identity and a strong flexibility with its various weights. Both types share some nice round circle letters (and a beautiful double storey "g") and surprisinlgy fit well together, creating an intersting mix of old and new, organic and geometric.

As an early stage startup, Adaviv’s identity is bound to evolve. Therefore we decided to work with open source fonts, which allows us for more flexibility in future design updates. In the past years, high quality open source fonts have been thriving online and it was a real pleasure to look deeper into this world to find the right font pairing for Adaviv. The goal was to find the right balance between a visually strong headline font that could bring an organic feel, and a calmer text font that could relate more to the technological side of the identity.

The headline font we ended up selecting - Forum by Denis Masharov - has a very strong personnality with a light weight and an organic feel, on top of an elegant but not too precious design. Inspired by Roman fonts, it seems grounded in time, wich works well with the agriculture industry. The text font - DM Sans by Colophon Foundry and Jonny Pinhorn - is a more traditional geometric sans serif, related to today’s tech world. It brings a contemporary feel to the identity and a strong flexibility with its various weights. Both types share some nice round circle letters (and a beautiful double storey "g") and surprisinlgy fit well together, creating an intersting mix of old and new, organic and geometric.

pattern

Testing different pattern colors

The main pattern represents both leaves and seeds, bringing an organic spirit to the identity while keeping it simple and clean. With its simple but not geometrical drawing, the pattern allows simple color composition with a background color and an accent color. Displayed on top of the pattern, the font has its own color, most of the time white to create strong contrast and better readability.

Several color varations have been tested, both with and without the leaf pattern, and in combination with images illustrating Adaviv’s product. 5 colors have been chosen, mixing the organic and the technologic sides of Adaviv. 3 greens cover the spectrum of greens from blueish to yellowish, matching the crops. And 2 blues, a pale and a darker one, symbolizing the technological products.

The main pattern represents both leaves and seeds, bringing an organic spirit to the identity while keeping it simple and clean. With its simple but not geometrical drawing, the pattern allows simple color composition with a background color and an accent color. Displayed on top of the pattern, the font has its own color, most of the time white to create strong contrast and better readability.

Several color varations have been tested, both with and without the leaf pattern, and in combination with images illustrating Adaviv’s product. 5 colors have been chosen, mixing the organic and the technologic sides of Adaviv. 3 greens cover the spectrum of greens from blueish to yellowish, matching the crops. And 2 blues, a pale and a darker one, symbolizing the technological products.

colors

Adaviv's website color range

Storytelling

Storytelling

From the crop to the facility

From the crop to the facility

The goal of Adaviv’s website is to explain how such new tools can be useful for an old industry. Adressed to customers and investors, the website needs to explain with clarity complex technological solutions to complex agricultural problems. To do so, the website’s architecture is fairly simple, detailing Adaviv’s solution, own story and news, with one webpage for each.

The goal of Adaviv’s website is to explain how such new tools can be useful for an old industry. Adressed to customers and investors, the website needs to explain with clarity complex technological solutions to complex agricultural problems. To do so, the website’s architecture is fairly simple, detailing Adaviv’s solution, own story and news, with one webpage for each.

architecture

Simple user flow

architecture-2

Wireframes for the home, about and news pages

The home page is the main piece of storytelling. To tell the story of how AI can help agriculture grow smarter, we thought of using a scale: showing Adaviv product at grain level, at plant level, at field level an at facility level. While scrolling through the page the user follows the plant growth and understands the major issues as well as Adaviv’s solutions.

To illustrate that story we choose to use open source images from Unsplash, modified to display information either inspired by computer processed images or by simple data visualizations.

The about page focuses on Adaviv values and team, and the news page gathers news pieces  about Adaviv’s product and success. A contact panel can be accessed from call to action on all pages, hovering over the left side of the page with a clear message.

The home page is the main piece of storytelling. To tell the story of how AI can help agriculture grow smarter, we thought of using a scale: showing Adaviv product at grain level, at plant level, at field level an at facility level. While scrolling through the page the user follows the plant growth and understands the major issues as well as Adaviv’s solutions.

To illustrate that story we choose to use open source images from Unsplash, modified to display information either inspired by computer processed images or by simple data visualizations.

The about page focuses on Adaviv values and team, and the news page gathers news pieces  about Adaviv’s product and success. A contact panel can be accessed from call to action on all pages, hovering over the left side of the page with a clear message.

home 2

Home page storytelling

cta

Call to action panel

What I learned

What I learned

Gathering two worlds through storytelling

Gathering two worlds through storytelling

It was very intersting to work with freely accessible content (open source images and fonts) as a material to produce high quality work. It allowed me to acquire a deeper knowledge and a lot of respect for open source content in general and fonts in particular.

The storytelling part was also quite interesting as Adaviv is at the intersection of two worlds that usually know very little of each other. Explaining AI systems and products has always been something I am fascinated with, when combined with the agriculture process it becomes even more interesting.

see the website

It was very intersting to work with freely accessible content (open source images and fonts) as a material to produce high quality work. It allowed me to acquire a deeper knowledge and a lot of respect for open source content in general and fonts in particular.

The storytelling part was also quite interesting as Adaviv is at the intersection of two worlds that usually know very little of each other. Explaining AI systems and products has always been something I am fascinated with, when combined with the agriculture process it becomes even more interesting.

see the website