Challenge

Helping the world’s growers solve their challenges efficiently and sustainably is a serious undertaking. The current solutions have suffered from legacy technology-leaving the grower at the mercy of growing costs and harmful impact on the environment.

Nordetect developed a simple, easy-to-use solution that combines innovation across science and technology because they observed two things:

First, testing for nutrients in your crops is expensive and time-consuming. Technology has alluded agriculture beyond large and expensive tools. With multiple middlemen, growers face on slow and outdated outcomes. This inhibits their ability to improve yields and crop quality in time. But Nordetect, puts the solution in the hands of the growers to test, iterate and optimise yields in real-time at a fraction of a cost.

Secondly, misuse of nutrients in your farm not only affects operational costs but also deteriorates soil, water, and livestock health in and around the farm. Nordetect saves a grower from overuse of fertiliser and ballooning costs over time.

Nordetect realised that they need to elevate the experience they provide to the grower and make it valuable-beyond just technology innovation. Which is why they launched a software platform along with the hardware solution that entwined within the life of a grower no matter where he/she was. They wanted to craft a brand, strategy and story that transforms Nordetect from an agtech startup to- a brand they trust for its powerful outcomes as much as its expertise.

Solution

Our work with them focuses on how to launch the company as a reliable partner in the grower’s journey, and support the company’s growth- namely translating the delight of building into delight of customers to succeed.

We worked alongside a leading Danish Brand Studio ‘Twenty10’, to develop a new strategic and visual solution. We were driven by the powerful abilities of the platform rooted in principles of biochemistry, optics, physics and software engineering, brought about by Nordetect- working together to make nutrient management efficient.

We visualised this through co-creation, and precise focus to create a shift from the startup vibe. The new system of identity brings the simplicity and natural ability of various sciences to converge- delivering a mature, best-in-class solution with a cutting edge. This was delivered through a new visual identity and marketing strategy complimenting it.

Marketing

Sales

The identity brought Evolution with Nordetect- from their journey in product development to transforming nutrient management for growers.

Fig 1: Old Visual Identity

Earlier identity reflected a playful and innovative startup vibe that was a mismatch with the type of mature customers we were hoping to serve.

Fig 2: New Visual Identity

The new identity replaced the innovative startup vibe with a commitment to bringing cutting edge technology.

The logo of a leaf with channels, synonymous with veins mimics the microfluidics channels in the product. The typography establishes confidence in the solution and grower success. It was deployed across all digital and physical assets over a period of time.

Nordetect’s solution while simple was a sophisticated development in technology. We lifted the curtain on the solution by peering our narratives that delved into the research and its applicability.

We optimised our budget for generating a new visual brand image and powered brand communications via 100% organic channels. It also gave us the opportunity to iterate and recognise the product positioning. We utilised partnerships with media channels to lend credibility to our solution.

Thought leadership pieces, “#DataFarmer” Updates marrying the latest developments in the world with the applicability of our solution through content partnerships. While initiated on social media, with roaring outcomes, it became a part of key content marketing efforts on the website.

A personalised newsletter covering latest advancements in agtech with product releases. Achieved more than 30% open rates every month.

Pitch and promote Nordetect for key positions in major agtech online and offline events and trade shows. Nordetect bagged the research contract to work with Bayer Crop Science, Cornell GrowNY and European Union helping the them elevate its brand with established businesses.

Submitted features and pitches to secure editorials in elite and established media journals.