Timeline
Tasks tracker: Branding FarmTech start to finish
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06: Logo lettering
Sketching, trialing ideas, and bringing the visual brand identity for FarmTech to life.
Start2025-01-13
Duration10 days
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- Sketch various ideas of what a potential representative sign or symbol for FarmTech might be.
- Select two or three of the best ideas and assign a keyword to each one. Each keyword/idea should hold a potential full story that can slot into the bigger FarmTech personality and story.
- Test FarmTech (now Farmtech) against the complete gamut of types – sans serif and serif – and select the type that gels with the personality of the brand.
- Determine keywords to describe how overall the type should make one feel with Farmtech written with it, and then inscribed/stylelized.
- Choose one type, study, decide suitable case, study much closer.
- Line up Farmtech with one or two already accepted good lettering design, square side-by-side, and fully justify the choice of type, weight (eventually stroke when vectorized)
- Vectorize type and proceed with agreeable fine-tuning (type-tuning)
- Examine and determine potential for emanating symbol from type-tuning or blend stock tuned type with created symbol from next activity
- Create symbol for Farmtech
- Complete Farmtech lettering
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- Farmtech sketches and brand directions
- Desired Farmtech brand directions
- Farmtech lettering
- Farmtech iconic symbol
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04: Ethos etching
Define the full personality of FarmTech as a brand and establish and document its guiding principles. Now that FarmTech is and/or has a category, what or how should it be in person to fit that category?
Start2025-01-06
Duration2 days
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- The first question to answer here is, what should define the ethos of a brand? That is, what should be the basis of the brand’s personality? As in, where should the brand “draw its person from”, so to speak?
- The activity here then is, well, you have no where else to look but into what’s already been written – if FarmTech should fulfill a defined purpose and pioneer a category, who or what should it be to do so effectively?
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- “The FarmTech Value Bible” – the ethos document containing definition, principles, and core values.
- Succinct mission statement, part of the value bible.
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07: System signing
Complete typical brand system to use in future designs. Produce mock-ups, signage designs, etc.
Start2025-01-23
Duration4 days
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08: Deployments
Complete and deploy splash page for FarmTech. Present and hand over finished FarmTech designs.
Start2025-01-28
Duration4 days
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01: Purpose positioning
Define FarmTech in language that endears it to potential customers.
Start2024-12-16
Duration3 days
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- Understand the problem FarmTech is trying to solve
- Research how this problem affects potential customers
- Craft a concise, compelling description of FarmTech’s purpose
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- Succinct definition of FarmTech’s purpose
- Differentiated headline for marketing materials
- Minimum 200-word “Purpose of FarmTech” essay
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02: Industry imprinting
Identify and place FarmTech in it’s market-defining industry. Affects how FarmTech talks, how its messaging should resound.
Start2024-12-20
Duration2 days
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- Research, understand the industry one may categorize FarmTech
- Determine and name what direction the industry seems to head
- Document what is challenging or may not be exactly sound with such direction
- How should FarmTech present its “better way”?
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- Industry report (summary)
- Keywords
- FarmTech’s reframed posture
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- Why smallholder farmers are central to new food security interventions
- What Is “Big Ag,” and Why Should You Be Worried About Them?
- Better intelligence for a new age of generosity.
- Energy within Food and Agricultural Value Chains
- Harnessing Renewable Energy: A Sustainable Future for Farming
- Sustainable Food and Agriculture: Employment of Renewable Energy Technologies
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03: Category creation
Reframe and rename the need FarmTech is solving for. Helps create a catchy, endearing headline and copy.
Start2024-12-21
Duration2 days
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- Check, does a rough estimation of the category already exist
- How is it (this category) being discussed?
- Is it named, owned? Collectively or by one individual company?
- Where lies the potential for a name/frame or re-name/reframe?
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- Reframed (and/or renamed) category
- Description of market category
- Category Leadership Playbook (K16E suggestions)
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05: Name niching
Ensuring and thus establishing that the FarmTech name is suitable for its niche. Making derivative names, slogans, communication headlines that resound with name.
Start2025-01-08
Duration3 days
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- ‘That which we call FarmTech, by any other name, would still be the household name for functional farming technology?’ Since it matters, how do we establish the suitability of a name?
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- Name suitability thesis
- Tagline or slogan
- Potential “ticker symbol”
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