Unlocking the full potential of pasture.
The Why: Purpose and reason for the project
Halter™ is known for their innovative and industry leading smart collar and app that enables farmers to ‘virtually’ fence their farm and ‘move’ their herds around the farm from paddock to paddock at the touch of a button - reducing the need for time and labour.
This project was driven by the business and product strategy focussed on better utlilisation of data collected to enable farmers to better balance their on-farm decisions relating to herd rotation, animal, feed and grass cover management.
This shift would be reliant on changing Halter’s brand and value proposition in market from a virtual fencing technology to an essential farm productivity tool that proactively helps farmers optimise their pastures and increase their yield with less effort.
The Idea: Strategy and concept
The key insight we extracted from farmer research was that managing a farm is a constant balancing act between weather, animal health, feed and pasture cover – often done in the farmers head.
This insight informed a new brand purpose: ‘unlocking the productivity in pasture’ – giving the farmer the data in their hand to evaluate, plan and act – in real time. Making farmers stronger and more confident in their ability to grow their yield without having to grow their land, labour or livestock.
We translated this purpose into a customer facing value proposition: A digital platform that unlocks the optimal balance between weather, pasture, livestock & labour to grow farm prosperity season after season.
To ensure we were able to change the current perception of what Halter is, we needed the brand identity to strongly communicate an accessible, useful and empathic personality that removed any intimidation that often goes with new tech-startups in the agricultural industry.
The Design: Design expression and execution
The creative idea was inspired by what we saw on farm – farmers continually reconfiguring the movement of their herd from paddock to paddock to optimise pasture efficiency. We translated this inspiration into a identity system, comprising of;
A stylised ‘H’ symbol that dynamic reconfigures – evoking the movement of a herd around a farm. Different configurations communicate the agility and flexibility of the platform across different farms.
A recognisable visual framework that could be extended across communications, collateral and digital platforms to organise compositions, hold imagery and written content.
A colour palette that represents the farming context - shades of green from tertiary to digital hex colours. These convey growth and sustainability as more yield from less animals contributes to carbon reduction.
The type family of Neue Montreal – delivering a progressive, yet warm, and accessible personality to the brand.
Data visualisation that has strongly influenced the design of Halter's app, website and trade stands.
Imagery that is more emotive and inclusive – showcasing the communities that use Halter each day.
Overall an identity system that is dynamic, modern yet authoritative and confident – giving the business the ability to stand out in a competitive market.
What Elevates the Work: Social, cultural, sustainable, or other aspects
By focusing on pasture productivity, Halter has provided farmers with a new tool to manage their farms more efficiently whilst promoting environmental stewardship and sustainable farming practices. The new brand identity has successfully amplified this commitment.
The positive reception from both existing and new customers reinforces the success of this brand transformation project - positioning Halter as an essential on-farm tool and a champion of sustainable farming practices.
