Vertical farming is the next big thing in AgTech and AeroFarms, a company headquartered in New Jersey, has spent the last ten years positioning itself to be at the forefront of the vertical farming movement. AeroFarms builds, owns and operates indoor vertical farms that grow safe, nutritious food in a way that is respectful to the planet and the communities in which they grow.
AeroFarms wanted to find an agency to partner with that could clearly convey a multi-faceted story for its corporate website redesign. This story needed to speak to a divergent audience exactly what differentiates AeroFarms from the many new players beginning to crowd the vertical farming space.
Success metrics were focused on three core audiences that AeroFarms wanted to attract moving forward. These included potential investors/partners, new employees, and the media. Working closely with the AeroFarms team, Van West Media defined several main goals for brand positioning and how to incorporate these goals into the website redesign.
Ultimately, Van West Media was able to accomplish the following through AeroFarms' redesign:
- AeroFarms needed to convey the company’s proprietary technology in an engaging manner without allowing the story and visuals to become too techy or inscrutable for general audiences.
- The website redesign had to clearly and concisely tell AeroFarms’ multi-faceted story. This story includes providing a possible solution to help solve the global food crisis, explaining the nutritious benefits of sustainable and socially responsible food production, and the benefits of being respectful to the planet and local communities
- It was pertinent to differentiate an established company like AeroFarms from the many new players entering the indoor farming space.