is a service that helps farmers sell their grains via ProPricing’s representitives using global market insights.
ProPricing is a service that helps farmers market their grains by leveraging Cargill trader's insights and experience. ProPricing uses the concept of managed contracts and trades crop yields in a global market. We helped design a new website experience to help tell the ProPricing story and drive farmer's to contact a sales rep.
In addition to updating the color palette, we updated the brand typography as well. ProPricing was using Trade Gothic Condensed, but the default character kerning was problematic. Additionally, Trade Gothic Condensed has legibility issues as body copy. To replace Trade Gothic, we added two new typefaces both from type foundry – Colophon. Montefiore is used as the default headline and personality typeface. Reader is used mostly as the content typeface because of it's great legibility.
- Brand Strategy
- Brand Design
- UI/UX Design
- Art Direction
- Tractor Driving
- Crop Eating
- Garrick Willhite
- Walt Burns (broadhead)
- Ryan Payne (broadhead)
- Cargill ProPricing / broadhead
- ProPricing Website & Brand Refresh