Spot On Soil Mapping

Reputable South Australian family business, Dalkeyhill Contracting came to communikate et al with a new business venture that would provide soil testing and mapping services to SA’s farming community

Soil testing provides data that maps the health of paddock soil, uncovering the invisible factors that impact yield. It empowers farmers with accurate information, giving them confidence to optimise their soil health and maximise production.

A name and brand identity was needed to launch the new business into market and begin the process of building a solid and loyal customer base.

Our interactive branding workshop was the perfect way to unpack the essential elements of the new brand. Guiding the business founders through the process, together we defined who the business would serve, what problems they would solve, what their unique characteristics were and how they would position the new business in the market.

We established that the new name needed to be uncomplicated, descriptive without being limiting, reflective of the brand attributes of professional, approachable, progressive, scientific, rigorous and trusted – and of course, available!

A series of recommended name and tagline options were presented and once the selections were made, we went about developing a detailed creative brief for our design team to bring the visual brand identity to life.

The brand look and feel needed to be:

• Unique to the new business and stand out amongst industry competitors
• Mindful of a colour palette that would reflect the healthy soil farmers want
• Professional and contemporary but also down to earth and relatable
• Flexible and adaptive to a variety of applications

A name that resonates with the vernacular of the target audience, reflects the scientific precision of the testing process and refers to the confidence it gives farmers to pinpoint issues in their soil, Spot On Soil Mapping was born.

The descriptive tagline ‘Smart Farming. Healthy Soil.’ further articulates the brand promise

Drawing inspiration from the farming environment, the visual brand identity uses a linear graphic device to create a simple, flexible mark.

• The circle represents hitting the right spot
• The circle is then dissected to create two halves, representing the two parts of the tagline; healthy soil and smart farming, as well as above and below ground where the secrets to a healthy yield lie
• Continuing the linework it creates a unique icon that symbolises an ‘S’.

The colour palette is earthy and grounded and reflects the agricultural environment with the strategic use of photography further enhancing the brand story.

Adaptable and recognisable, the Spot On Soil Mapping brand will be rolled out across many applications, including:

• Stationery
• Presentation folder
• Website
• Uniforms
• Stubby Holders, and more.