Hone is a startup that had no previous branding under the current company name. The team, previously called 'Rapid Phenotyping', needed a new brand to work with the name change. The existing brand had a red primary colour which the team wished to keep in the new brand.
I was engaged to design a logo mark, as well as an overall brand identity and the overall homepage design.
I began by exploring some logo marks that centred around the idea of 'honing in' or 'targeting' the crop. Below are some design options I presented to the team.
Below is the final brand mark. The concept centres around two merged idea - the end of an arrow (relating to the idea of 'targeting' the makeup of the crop), and also the wheat imagery which the Hone team are keen to use as they are targeting wheat farmers.
Overall, the Hone team wanted the brand to be friendly and approachable. I therefore created a few illustrations to include on the homepage to explain the product. This was also great as the team only had wireframe UI in development at the time, and therefore wanted to show abstracted/illustrated screens and not the actual product itself, as they are in the process of refining it.
With the homepage hero, one of the team members had the clever idea to show a responsive illustrated hero which is either showing a day or night scene, depending on the time of day you are viewing it. This is a nice little detail which helps the user to relate a bit more to the product.
After the launch of the page, it was decided to target the homepage to agronomists and farmers rather than the previous design which was more investor focused. As such, we switched from using illustration to have a grittier photographic style that would be more relatable for these users.