In collaboration with Fluent
Loftus Labs was rebranding to Oxrow, and I designed the new identity to bridge its B2B AI technology with its roots in agriculture. The brand came together in just a few weeks, from initial direction through the core identity system.
Loftus Labs needed a new identity that better represented its evolution as a B2B technology company serving the agriculture industry. The challenge was creating a brand that felt sophisticated and credible enough for a technology company, while staying authentic to the farming community it was built for.
I focused on the intersection between technology and agriculture, exploring how the brand could feel modern and intelligent without falling into the visual language of a typical AI or SaaS company.
Rather than treating agriculture as a visual theme layered onto a technology brand, I wanted the two to feel connected at the core of the identity.
With the company needing to move quickly, I developed the new Oxrow identity in just a few weeks. Along with the core brand system, I created a set of reusable visual assets and building blocks that the team could use and extend on their own.
The goal was to give Oxrow more than a finished identity. It gave the team a flexible foundation they could continue building from as the brand grew.
The identity combines organic forms with the structure of data, using flowing lines, crop rows, and data-inspired shapes to connect Oxrow's agricultural roots with its technology.
I explored several directions for the new identity before landing on the final system. This was one of the alternate routes, exploring a more geometric and modular approach to the Oxrow brand.
