Launching a bold new era for container farming

From identity to campaign rollout, I led the creative direction for Greenery S, shaping its brand, product launch, digital presence, and market debut.

Greenery™ S Container Farm

  • Launch Campaign Strategy

  • Art Direction

  • Logo and Visual Identity for Greenery S

  • UI/UX Design for Web Launch

  • Email Marketing

  • Social Media Assets

  • Marketing & Sales Collateral

  • Event Graphics

  • Photography Direction

  • Video Storyboarding

Greenery S was Freight Farms’ most advanced container farm yet, designed to push the boundaries of modular, sustainable agriculture. My role was to lead the creative launch from the ground up, ensuring the product entered the market with clarity, confidence, and impact.

Person wearing white shirt and dark pants standing in a room with purple LED lighting, holding a clipboard and looking at vertical hydroponic plant panels.
Design schematic showing different stylized letter S variations across rows, with some sections labeled 'S IDEATIONS' in the top left corner.
The image shows a black background with the word "GREENERY" written in white capital letters in the center, with a lowercase, sketchy outline of the same word underneath. The top left corner has the phrase "GREENERY DISSECTION" in white, italicized text.
Design with four stylized outlined arrow shapes, each accompanied by a phrase, against a black background. The phrases read from left to right: 'Inspired by performance,' 'Engineered with intent,' 'Ultimate precision climate control,' and 'Smart, adaptive automation.'

Logo & Brand Identity Development

I created a sleek, modern logomark and developed a visual identity system that positioned Greenery S as the future of farming—innovative, inspired by the interior of the farm design. This included typography, color palette, and graphic language.

Website Design & Digital Presence

I designed and directed the launch website to highlight the product’s pillars of features and benefits through immersive visuals, product walkthrough, and a conversion-focused layout.

Marketing Campaigns & Social Media

I developed and art-directed the launch campaign across digital and social channels, ensuring the product story was consistent, engaging, and scalable across platforms.

A digital presentation slide showcasing a green technology system for indoor plant growth. The slide features a purple and orange background with sections labeled 'Power Modes,' 'Optimizing Light,' 'Effects on Plants,' 'Adaptive Climate Control,' 'Control,' 'Consistency,' and 'Clarity.' It displays diagrams, charts, and images of plant environments, lighting systems, and control interfaces.
Open magazine showing indoor vertical farm with a woman in white lab coat inspecting plants, with infographic and text about growing areas.

Sales Enablement & Collateral

I designed a full suite of sales and marketing assets, including product and a collection of supporting collateral, pitch decks, and trade show materials, all tailored to different audiences, from investors to future farmers.

Video Storyboarding & Art Direction

I led storyboarding and visual direction for the product launch video, helping translate technical features into an emotional, inspiring narrative.

Creative & Art Direction

Across every touchpoint, I oversaw the visual and narrative execution, guiding photography, layout, and collaborated on messaging with the marketing team to ensure a consistent and compelling brand experience.

Open manual with diagrams and instructions on a wooden table.
Diagram showing the components of a farm building, including the roof made of clear bricks, 40-foot walls with white bricks and interior LED lights, an HVAC wall, a grey brick floor, a door wall with operable doors, and various walls with plant panels and LED mobile walls. The diagram includes labels for a seedling table, plant panels wall with 44 panels, and the Freight Farms logo.
Unassembled LEGO models of electronic equipment components including screens, circuit boards, and housing parts, primarily in black, gray, white, and green colors.

Greenery S launched as Freight Farms’ flagship product with a unified brand experience, from logo to product page to launch video. The result was a successful debut that positioned the product as a category leader in controlled-environment agriculture.