Agrig8

As the sole designer for the website, which only existed as a bare-bones HTML-based landing page, I worked with the founder to understand the startup's offering and intended design direction.

The design brief was straightforward and simple: The brief was to create a landing page that:

1. communicated the company's focus on smallholder rice farmers
2. utilized the green and maroon colours of the Agrig8 logo, which represented the two Sustainable Development Goals that formed the core of the company's mission - decent work and economic growth, and climate action

While the brief was straightforward, I knew that beyond a "simple" landing page, it was important to develop a strong visual identity. As the face of the startup, a striking and distinct visual identity was critical to making a strong and credible first impression.

Beyond the primary elements that went into any landing page, I knew that I wanted the hero image to:

1. involve rolling rice fields - the company's work focused on smallholder rice farmers, so it was clear that this needed to be front and centre of its visual identity
2. be a vector-based image, instead of a photograph - the company did not have a lot of photographs that would be able to represent its work distinctly that could be used as appropriate hero images.
   
   The company's work was on climate financing, so the product was also not easily represented. A vibrant vector-based image was what seemed to work most effectively, especially as one of the core products was a gamified app for farmers to log their activity and financial records.
3. cascade beyond the initial hero screen into the sections below. The founder specifically requested for a sense of "flow" for the site, and I believed that this would contribute to that sense in the website.

The base customer journey on the landing page ensure that visitors:

1. arrived at a homepage and immediately saw the fields and the clear company offering, with calls to action
2. were met with photographs of the intended beneficiaries of Agrig8 alongside short copy describing the company's work
3. saw social proof in the form of pieces of press that Agrig8 has been featured in
4. ended their journey with a contact form that also heavily featured the key SDG colours that represented the company's mission