One of my favorite examples of introducing some different thinking into the finished details.
The Field Forged campaign was introduced as a bold initiative to educate growers on a new series of seeds that are “forged” for their specific regions and soils. When shown the final approved concept and artwork, I suggested giving the forged logos a more definitive treatment. Referencing forged ingots, horseshoes, swords and other metalworking, I developed the final imagery for the three stages of the campaign.
The resulting imagery is not only more eye-catching than originally proposed, but also more instantly recognizable as a tangible, durable artifact from a blacksmith’s forge.
