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GROW ASIA
DIRECTORY SHOWCASE

An open call for tech startups impacting smallholder farmers in Southeast Asia to join the directory.

OBJECTIVE

To help smallholder farmers in ASEAN achieve greater prosperity and environmental sustainability. 

TIMELINE

2 Weeks

CLIENT

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General Information

ABOUT

Grow Asia

Grow Asia is a unique multi- stakeholder partnership platform that brings together farmers, governments, the private sector, NGOs and other stakeholders in Southeast Asia to lift the productivity, profitability and environmental sustainability of smallholder agriculture in the region.

THE

Brief

Create a key visual for Grow Asia's Directory Showcase. The key visual will be the main touchpoint for audiences.

PROJECT

Scope

• Key Visual 
• Digital and Comms Banners
• Microsite Design

 
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Design System

TYPOGRAPHY

#235A2E

#4C914C

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COLOUR PALETTE

*Hover to view HEX

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Ubuntu Medium
Ubuntu Regular
Ubuntu Medium
Ubuntu Bold
 

Design Process

Initial Concept

SLIDE 01

SLIDE 02

SLIDE 03

Abstract approach to the Grow Asia Directory Showcase Logo, utilising both Padang and GA colours
 

Using the topography of farms as a background to give texture and depth to the visuals
 

Use of line-art topography to incorporate a technological feel into agriculture.

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Revised Concept

We revised the designs to stay aligned to Grow Asia’s branding - clean with brighter tones. 
 

We also shifted from an abstract approach to a human-centric design, featuring portraits of Southeast Asian farmers to add a more human touch and to better allow audiences to visualise the smallholder farmers who are the core of the directory showcase.

The Final Concept
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The Final
Concept

To incorporate more of Grow Asia’s branding, we abstracted the flower-shaped frame from their logo. More prominence was given to the logos of our sponsor and corporate partners.

 

The final key visual was selected for its brighter colour palette and more balanced layout.

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