A decade of creative direction at Freight Farms
As Freight Farms scaled, I led the evolution of its brand, defining a design system that unified product, marketing, and storytelling across every touchpoint.
Shaping the future of farming with brand, design, and story.
In 2013, Freight Farms set out to redefine agriculture by offering an alternative to traditional farming: hydroponic container farms that bring food production closer to the point of consumption. I joined at a pivotal moment to shape a compelling visual identity, elevate the user experience, and help educate the public on how controlled environment agriculture (CEA), a term few recognized at the time, could empower anyone, regardless of farming experience, to grow food at a commercial scale for their community.
At a time when “AgTech” wasn’t yet an industry, we helped lay the foundation for a movement that people could believe in. That movement would eventually grow into a billion-dollar sector.
Over 11 years, I led creative efforts across all of Freight Farms’ product launches, brand evolutions, and customer experiences, while collaborating closely on content strategy. My role grew alongside the company’s rapid scale, spanning everything from designing the core brand identity to launching global sales and marketing campaigns. I shaped both digital and physical touchpoints for Freight Farms, its flagship container farms, and its IoT software platform, Farmhand®.
Brand Strategy & Identity Evolution I developed a scalable design system that modernized Freight Farms’ visual identity while staying true to its mission. This included refining the logo, typography, color palette, and visual hierarchy to support growth across print, digital, and product touchpoints.
Design System & Guidelines I created a comprehensive brand style guide to align internal teams and external partners—ensuring visual and messaging consistency across product marketing, content creation, and sales.
Website Designs I managed and evolved Freight Farms’ website and landing pages with a focus on UX, storytelling, and lead generation. The sites were continuously updated to clearly communicate value to multiple audiences, including prospective customers, partners, and investors.
Product Storytelling & Launch Support I led visual storytelling for major product launches like Greenery™ S and Greenery™ M, and Farmhand®, ensuring cohesive alignment between the parent brand and sub-brands.
Content & Campaign Art Direction I directed photoshoots and video production, developed campaign visuals, and designed branded content for social media, email marketing, print, and events—bringing clarity and emotional resonance to a tech-forward brand.
Sales & Marketing Enablement I designed sales decks, one-pagers, case studies, trade show displays, and other collateral to help the sales team engage target audiences and support business development efforts.
Social Media Strategy I developed Freight Farms’ social media content strategy, aligning posts to lead generation goals and funnel stages. This included editing short-form webinar clips, designing carousel posts, and crafting messaging that drove awareness, engagement, and conversions.