Roush AgTech
In which I developed the strategic and visual direction for Roush’s entry into the agricultural technology (AgTech) sector as part of Phire Group’s Camp Phire internship program.
Roush is a company that engineers and designs technologies for many sectors, such as mobility, aerospace, defense, and much more. The scope of this project was to create the brand strategy and positioning for Roush's formal entry into the AgTech industry.
Deliverables
Brand Strategy & Visual Direction
Advertising Campaign
Trade Show Booth Concepts
Research
Competitor Audit
We started by auditing key competitors in the AgTech industry, evaluating their strategy, messaging, brand content, and imagery styles. This analysis helped us identify effective approaches Roush AgTech could adopt, as well as tactics to stand apart from the competition.
Audience Archetype
Brand Panels
"Brand Panels" are a cohesive presentation displaying both the messaging and visual direction of a brand, or in this case, the brand positioning for Roush's AgTech sector.
Roush AgTech Webpage
Another facet of creating Roush AgTech's branding strategy involved designing its webpage, which can be found here.
Advertising Campaign
LinkedIn Campaign
With this campaign, our goals were to increase awareness, drive engagement, generate leads, and build relationships. In all, this campaign consisted of 3 sponsored posts and 2 carousel posts.
Sponsored Posts
Carousel Posts
Promotional Video Storyboards
The advertising campaign also consisted of a promotional video. Below are the high-fidelity version of the storyboards.
Trade Show Booth Concepts
Another component of this project involved developing potential concept ideas for trade show booths that Roush could use at agriculture-focused shows.
Concept One
"See it step by step."
Success doesnʼt happen overnight. Itʼs a product of trial and error fueled by determination. Check out our laser weeder prototype display to get an up-close look at our process.
Booth Design
Innovative Exhibit Area: Explore a dynamic exhibit showcasing the Precision Weeder prototypes — including 3D models and multimedia presentations.
Engage With The Experts: Members of our team will stand by to provide insights and answer any questions from showgoers.
Networking Zone: Opportunity to network with peers, potential collaborators, and industry professionals.
L: Signage introducing Roush booth and explaining the AI Laser Weeder project scope
R: Monitor with video explaining the process of building the AI Laser Weeder
Concept Two
"Step into the future of agriculture."
Welcome to the Roush AgTech Virtual Reality Experience!
Booth Design
VR Build Process Sneak Peak: Blending modern aesthetic with interactive technology. Find yourself alongside our engineers and witness the craftsmanship and advanced technology that goes into crafting each unit.
VR Operation Simulation: Find yourself deep in the weeds and see Roush products in action. Get a bird's-eye view of our products in the field.
Interactive Expert Tables: After your VR experience, engage with our experts at interactive tables. Learn more about Roushʼs commitment to precision, efficiency, and sustainability in agriculture.
Concept Three
"Savor the results."
Welcome to the Roush Fresh Café, where innovation meets farm-fresh goodness! Take a seat and experience the delicious results of our AgTech solutions.
Booth Design
Farm-to-Table Atmosphere: Rustic yet modern cafe ambiance with wooden accents and imagery showcasing Roush's agricultural technology in action.
Interactive Kitchen Display: Open-kitchen concept where visitors can see chefs preparing sample dishes made from ingredients sourced thanks to Roush technology.
Meet the farmers: Learn about their sustainable farming practices and how precision technology has impacted their yield.
L: Café entrance banners and to-go cups
R: Café menu
