Emphasizing a farmer centric approach
As part of our ongoing digital transformation partnership with Aquaconnect, leading AI-powered platform helping India’s aqua-farmers fight diseases, cut losses, partnered with Squaircle to streamline their brand identity and visual universe across all levels.
The project initially set out to redesign the website, but together we soon agreed that its brand assets were made for the age of print, and didn’t translate well into digital. And so we formed a mixed team of brand designers, illustrators and digital designers, and built ourselves a war room within Aquaconnect's office. We worked simultaneously on the brand and website, allowing us to test concepts out in real time across different applications – app, web, print and motion.
Together we have simplified, sharpened, systemized and co-created Aquaconnect’s brand DNA articulate their mission in a clear, digestible way that would appeal to their different audiences and easily adaptable to different on- and offline applications. With a new color palette, photo style and illustrations, the brand assets differentiate and inject some life into its communication across branches, social media, mobile application – and the newly developing website.
Although Aquaconnect attributes to shrimp farming, water, blue, and nature in its forms, the two components of their new identity system functions equally well as an elemental visualization of water and its free-flowing property like data (technology).
There is a lovely contrast and communicative duality shrimp as distinctive polygons with straight edges, generally occurring in clusters to assess the impact created by the smooth curves and peaks of the wave. Although, it might be also giving a sense of the frequency of tides, low and high data traffic periods.
- A serendipitous byproduct of design, its 360-degree brand development process – was galvanizing the what, why, and, how of our organization. This will inform more than just how we “appear” to the world, but how we tell our stories moving forward.
- Rajamanohar Somasundaram, Co-founder & CEO, Aquaconnect
The updated branding and activations served to bring the entire scope and feel of Aquaconnect into one comprehensive visual world, based around aquaculture, and the community focus.
Participants, staff, volunteers, and board members now have a clear vision and are strategically aligned on how they tell their story with a renewed sense of purpose.
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