The Land App
Illustration, iconography, brand guidelines, explainer video, marketing material and website for a forward thinking greentech company.
The Land App is an interactive cloud based mapping platform that brings technology and nature together. It helps farmers, landowners and anyone with a stake in the landscape make efficient and sustainable use of the land in a mission to move towards a better future and thriving natural environment.
With users including Sandringham Royal Estate and over 50% of England’s farmland already on the Land App, the platform is making huge steps towards smarter land use and has gone beyond being just a tool to a whole network and movement.
Set up in 2016, Land App had outgrown their brand and website. In line with plans for scaling, they needed to elevate their visual identity and online presence to fully reflect their values, mission and potential.
They had limited marketing material, and were conscious that they had multiple sectors to communicate with, including farmers, estates, land agents, ecologists, infrastructure and landscape projects. The challenge was to define and distil the brand’s why, how, what and who, in addition to making their complex tech-based solutions accessible, modern and digestible for this diverse range of users.
We tackled the problem by creating a clear and informative website which was split into sections targeted to each of the six customer profiles. Signposting and navigation was key here, as well as copywriting developed in partnership with Rin Hamburgh & Co. Brands like Patagonia provided inspiration, both in their website layout, clarity of values and focus on the organic landscape.
Illustration was hugely important to our approach, and we created a set of assets which turned complex messages into digestible and engaging imagery. We developed these into an explainer video, which truly brings the brand to life and encompasses everything the Land App does in an exciting and accessible format. We also created a set of animated icons to represent key aspects of the business.
We kept the company’s existing brandmark, which incorporated the contour lines of the founder’s land, and developed these topography lines into patterns which could be used across a range of platforms. We created both print and digital marketing material which included a newsletter and social media templates to ensure consistent and visually engaging communication across the board.
We always make sure that we fully understand a brand’s vision in order to make that a reality, and the Land App team commended our genuine interest in the business rather than just wanting to get the project ticked off.
The outcome is a strong, bold and confident brand with a clear mission and visual identity to support this. This has resulted in increased confidence internally, and an external professional image which will help the business grow and attract new users.
The brand guidelines we created have future proofed the brand and set standards for the team and other partners to use. The team commented that our work has helped with marketing analytics too, as they can see who’s visiting what customer area, and it has them produce professional and streamlined content.
We have created a brand which is instantly recognisable as Land App, whilst also giving the team the tools and resources to be able to manage the website and marketing themselves going forward, knowing we are on hand for support. We continue to develop our relationship with Land App and are excited for where the future takes them.
“We worked on a new website, getting our branding and brand guidelines clear, as well as creating some video content to explain exactly what we do as a platform to our users. We’re really happy with the work that Ed and the team did – they were very easy to work with, great communicators, and we felt like they were one of our team.
We’re really happy with the outcomes from the project We would definitely recommend using Garrett Creative if you’re a startup or a sustainability company such as ourselves and you need to get your brand out there”
Tom Pearson - Communications and Marketing Lead at the Land App
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