AGCO
Farmers For All Humankind
Farmers For All Humankind
Farmers For All Humankind
Year
/ 23
Client
AGCO
Service
Design System
Year
/ 23
Client
AGCO
Service
Design System
Year
/ 23
Client
AGCO
Service
Design System
In 2023, AGCO came to us for a site. What we delivered was Farmers For Humankind—a global brand shift rooted in raw storytelling and inspired by the voices of farmers themselves. The idea was sparked at a rural market when a farmer said, “Nobody sees what we do, only what we make.” That moment reframed everything. We built a campaign that turned the lens onto the people behind the harvest, celebrating lives, hands, and stories instead of machines.
In 2023, AGCO came to us for a site. What we delivered was Farmers For Humankind—a global brand shift rooted in raw storytelling and inspired by the voices of farmers themselves. The idea was sparked at a rural market when a farmer said, “Nobody sees what we do, only what we make.” That moment reframed everything. We built a campaign that turned the lens onto the people behind the harvest, celebrating lives, hands, and stories instead of machines.
In 2023, AGCO came to us for a site. What we delivered was Farmers For Humankind—a global brand shift rooted in raw storytelling and inspired by the voices of farmers themselves. The idea was sparked at a rural market when a farmer said, “Nobody sees what we do, only what we make.” That moment reframed everything. We built a campaign that turned the lens onto the people behind the harvest, celebrating lives, hands, and stories instead of machines.
© AGCO
© AGCO
© AGCO
Challenge
AGCO’s image was defined by tools and tech, but not by the people who use them. Farmers felt unseen, their work invisible beyond the yield.
Solution
The strategy was to give farmers a voice. Human-centered visuals, clean editorial design, and an interactive UI built like chapters of a book created a living, breathing brand system. Farmers For Humankind scaled across 50+ countries and connected with over one million farmers worldwide.
Challenge
AGCO’s image was defined by tools and tech, but not by the people who use them. Farmers felt unseen, their work invisible beyond the yield.
Solution
The strategy was to give farmers a voice. Human-centered visuals, clean editorial design, and an interactive UI built like chapters of a book created a living, breathing brand system. Farmers For Humankind scaled across 50+ countries and connected with over one million farmers worldwide.
Challenge
AGCO’s image was defined by tools and tech, but not by the people who use them. Farmers felt unseen, their work invisible beyond the yield.
Solution
The strategy was to give farmers a voice. Human-centered visuals, clean editorial design, and an interactive UI built like chapters of a book created a living, breathing brand system. Farmers For Humankind scaled across 50+ countries and connected with over one million farmers worldwide.
The House
Global Payments
The House
Global Payments
The House
Global Payments