The following creative briefing is also included in the attached PDF. It contains information on: target audience, company and product description, keywords, adjectives, promise, definition, and colors.
Logo for the software company "FieldApex"
Target audience: The software is aimed at agronomists. They are professionals working in precision agriculture. These people are tech-savvy.
Agronomists are analytical, active, extrovert but still conservative. They seek growth and profit without taking too much risk. They want a tool that will automatically analyze a multitude of variables and give them recommendations with no effort.
What the company and its software do: The software is to be used online (in the cloud). It makes recommendations for optimal rates of fertilizer to be applied in the fields to maximize crop yields and increase profits.
The software is based on advanced mathematical algorithms, artificial intelligence and satellite imagery. It works by integrating data of various kinds: weather forecasts, fertilization history, and crop yield history. The data collected by the software is seasonal, so cyclical.
The data is integrated by superimposing layers of satellite images containing field information, such as plant growth, soil texture, and bare zones. Images tell the software about the properties of the soil and the vegetation, in order to improve recommendations.
Once the data is superimposed, the rate of fertilizer recommended for the field varies from a spot to the next, which can be represented by pixels, so basically squares in a grid (see picture below).
Key words: Layers of information. Agricultural field. Satellite image. Artificial intelligence. Plants. Algorithm. Pixels. Grid.
Adjectives: Simple. Proven. Focused. Reliable. Smart. Innovative. Cyclic. Inspiring. Independent.
Promise: A new era of maximizing crops and increasing profits, with easy to obtain, best-in-class recommendations
Definitions: "Apex" means the top of a cone or pyramid. The apex represents the calculation of an optimal fertilizer rate, in terms of profitability. It also represents satellites in the atmosphere looking down at the fields, seen from above.
Colors: Max 2 or 2 colors among those: Orange, blue, black/gray. Green to a lesser extent.