Gather
Agriculture robotics simplified.
Gather.ag
Project Date
Summer 2023
Role
Brand Identity, Web Design
Project Overview
Gather builds simplified robotic tools for specialty crop farms. Gather’s first product is an easy-to-use, affordable crop transportation robot for table grape farms that increases harvest efficiency and farmworker safety. Gather, formerly Future Acres, was rebranded to reflect a change in funding and product direction. I was the solo designer working closely with the founder to rename the new company and develop a brand identity. I also created the web design and assets such as storyboards, marketing collateral, and a pitch deck.
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This project refined my design process and gave me experience working in a start-up environment. While working with different stakeholders I had an opportunity to articulate my design decisions to non-designers.
Background
The Gather Brand Story: We are about simplifying the technology that will fill the gap between the work that farmers do and the labor force they have. The solution is simple. Adding functions adds complexity. The easier something is to understand, the more likely it is to be used. We create purpose-built products that are user-centric and easily integrated into current and future farm operations.
Process & Research
To begin this process, I leveraged work that the founder had done with its funding group: Elemental Accelerator. This work sought to clearly articulate what the company stands for and does. I participated in brainstorming sessions with the funding group and the founder. From these sessions, I identified key principles which were the basis for naming the company and the brand identity.
With various stakeholders, I conducted naming sessions to align the team and get buy-in for the brand direction.
Once the naming sessions were completed, I developed 3 concepts for the brand identity then presented them to the founder. Once the final direction was chosen that led to further development and the final brand identity.
Successes
This project refined my design process and gave me experience working in a start-up environment. Working with different stakeholders gave me an opportunity to articulate my design decisions to non-designers.
Challenges
Dealing with the ambiguity of a brand new company was a challenge for me. By utilizing frameworks like the Naming Workshop, I learned to handle the uncertainty by documenting the process and trusting in it.
