Bringing humanity to high-tech farming

From a dated interface to a dynamic brand, I led a full-scale rebrand and UX redesign for Farmhand—the first IoT farming app of its kind.

Farmhand®

  • Branding identity and logo development

  • UI and UX

  • User journey development

  • Packaging design

  • Working wireframe and mockups

  • Digital and printed collateral

Farmhand was the first IoT farming app of its kind—designed to help users monitor and control Freight Farms' Leafy Green Machine™ via an Agrowtek controller. While the technology was groundbreaking, the brand and user experience lagged behind.

The rebrand was an opportunity to align the visual identity with the product’s innovation and make the experience as approachable as the name "Farmhand" implies.

I redesigned the logomark to feel modern, simple, and built trust with the cummunity. A new, vibrant green color palette became the foundation of Farmhand’s fresh, tech-savvy look, balancing approachability with credibility.

Custom Iconography & Illustration
I developed an icon system to clarify complex workflows and crafted a suite of illustrations to bring warmth and personality to the brand.

Messaging & Voice
I helped reshape Farmhand’s tone to feel more human and less technical, ensuring the brand spoke directly to its users with clarity and confidence.

Packaging Design
I led the design for Farmhand’s in-house nutrient line, using the brand palette and visual system to create a bold shelf presence in the commercial hydroponic space.

App UX/UI Redesign
In close collaboration with the software team, I wireframed and redesigned the app interface, and helped ideate on new features. We improved navigation, simplified data visualizations, and made the entire system more intuitive for users of all experience levels.

Three white standing pouches labeled 'form,' 'grow,' and 'bloom' from farmhand, with colorful abstract designs, placed on a blue-green surface against a light blue background.
A collection of pest control traps and supplies, including a yellow sticky aphid whitefly trap, a purple sticky trap with purple strips, a white paper bag, and various colorful backgrounds and containers.
Collection of agricultural products, including fertilizers, plant nutrients, and chemicals, with containers labeled 'grow' and 'form,' set against a colorful abstract background.
Farmhand shop sign with the letters 'fh' on it mounted on a wall.

This wasn’t just a visual refresh, it was a complete rethink of how Farmhand shows up for its users. The result is a confident, approachable brand that reflects the future of controlled-environment agriculture.