Case study · Agri-tech startup
Built a complete brand identity, design system, responsive Webflow site, and promo video for a Danish agri-tech startup — from a basic WordPress page to a ¨scalable product brand.
ROLE
Brand, UI/UX, Motion
YEAR
2024
DELIVERABLES
Brand, UI/UX, Motion
TOOLS
Brand built from scratch
Breakpoints delivered
Herd Robotics had real technology — RTK-guided robots doing precision weed removal without chemicals. But their digital presence was a basic WordPress page that didn’t communicate any of that credibility or ambition. Investors and early adopters had no way to understand the product at a glance.
Before I came in
What needed to change
The core design challenge
How do you make an autonomous farming robot feel approachable? The product is genuinely impressive technology, but the audience includes traditional farmers who are skeptical of tech. The brand needed to bridge that gap — sophisticated enough for investors, warm enough for the people in the field.
I worked directly with the founders across every phase. No middleman, no account manager, just fast, iterative design decisions with real context.
PHASE 01
I started with a deep conversation with the Herd founders to understand who they were selling to, what made the product different, and where they were heading. I mapped two distinct audiences — field operators and investors — and identified that the brand had to serve both without alienating either.
Need trust, simplicity, and evidence that it works in real conditions. Skeptical of tech hype.
Need credibility, vision, and proof of scalability. Want to see a brand that looks like it’s going somewhere.
PHASE 02
I developed the brand direction around three principles: grounded (earthy, natural palette that references the land), precise (clean geometry, tight grid, no decorative noise), and trustworthy (typography and spacing that signals maturity without being corporate). I presented mood boards and direction options before committing to execution.
PHASE 03
Designed the circular emblem using a 2× modular grid for precise construction. The motif references both a crop circle (the robot’s movement pattern) and a field from above. The wordmark pairs the emblem with Lexend Deca, chosen for readability at both large and small sizes. Tested across light, dark, and contextual backgrounds before finalizing.
PHASE 04
Built a full component library in Figma — color tokens, type scale, spacing system, UI components, and usage guidelines. The goal was a system the team could use without me in the room. Every component was tested across the three responsive breakpoints
PHASE 05
I didn’t just hand off a Figma file — I built the site in Webflow myself. That meant writing the interactions, handling responsive behaviour across breakpoints, and making sure the animations and transitions matched the motion principles from the brand. The implementation was tested across devices before launch.
PHASE 06
Produced a motion piece that translates the product’s technical capabilities into a clear, visual narrative. Used a combination of motion design and AI-assisted asset generation (Midjourney, Suno) to produce investor-ready video content within a tight timeline.
Building the visual language
The brand is built around the idea of nature + precision. Everything references the land — the palette, the geometry, the spacing rhythm — without being rustic or agricultural in a clichéd way.
A cohesive visual identity for sustainable farming technology
Herd Green
2F5D3A
Charcoal
2E3A3A
Paper
F4F5F2
Growth Green
7FB89A
Soil / Field
8A7F6D
The circular emblem is constructed using a 2x modular grid, allowing consistent spacing and alignment.
Horizontal and vertical guides define the placement of the grass blades and text elements.
The spacing between the emblem and the wordmark follows a 1x baseline rhythm, ensuring harmony across sizes.
From blank canvas to launch-ready brand
Everything shipped on time for Herd’s investor demo. The design system enabled the team to build and iterate independently. The promo video gave them a tool to explain the product without a 10-minute demo call.
What this enabled for the team
The founders could now walk into any investor meeting with a brand that looked like the product deserved to exist. The design system meant they weren’t blocked on design decisions for every new page or feature. And the promo video replaced a 10-minute live demo with a 90-second watch-anywhere asset.
What I learned from this project
This was the most end-to-end project I’d taken on, brand, system, web, and motion all at once, directly with founders. A few things stuck with me.
