CubicFarms Amplified
Creating a brand within a brand is delicate art. It requires differentiation, but cohesion. Balance, but with purpose. Storytelling, but within an established narrative. With CubicFarms Amplified, we set out to find that harmony.
Industry
Events, Agriculture Technology
Location
Vancouver, Canada
Services
Art Direction
Brand Design
Print Design
Social Media Kit
Collaborators
REX Marketing & Design
The Project
CubicFarms’ mission is to create a sustainable food supply to feed our changing world. Their indoor agriculture technology enables the year-round growth of fresh produce — combating climate change, and trailblazing the way out of food insecurity.
At Amplified, CubicFarms gathers thought leaders and a variety of stakeholders in farming and agriculture tech to deepen the dialogue, spark new ideas, and share innovation.
As a forward-thinking business, they came to us looking to design disruptive event branding that communicates the essence of Amplified and compliments their established branding.
The TWYST
CubicFarms’ existing brand is clean, balanced, and proportionate. Although Amplified is an extension of their brand, it needed to take on a life and identity of its own. Since the event is all about innovation and revolution, its TWYST was to emulate those characteristics.
The Solution
Amplified introduces a boisterous, energetic typeface that breaks tradition but with purpose, just like CubicFarms and their agritech. To bring interaction and balance between Amplified and the CubicFarms logo, we laid asymmetrical conversation bubbles underneath Amplified, which represents the ideas being shared at the event.
The result is a sub brand and brand combination that’s casual, yet confident. It communicates a clear sense of purpose: “Hey, we’re CubicFarms, and Amplified is a place to share ideas with each other.”
We designed the brand knowing it’d need to work for a variety of mediums and collateral. After designing the brand, we provided art direction for the event’s presentations, and applied the brand to digital ads, social media posts, print collateral, and merchandise like t-shirts and lanyards — altogether delivering a polished and cohesive brand and event experience.
