CropTrak
Brand Strategy / Messaging / Brand Identity / Design Systems / Print Design / Digital Design / Motion Design
Croptrak invented fully integrated digital supply chain management for agriculture—and had the client roster and retention rate to prove it. With expansion as the goal, we took the team through a full rebrand: strategy, identity, messaging, and a design system built to express what Croptrak had always been, and where it was headed.
Overview
Croptrak built their platform from the ground up—starting in the field, tracking crop data at the source, and expanding in step with a rapidly advancing food and agriculture industry.
Croptrak built their platform from the ground up—starting in the field, tracking crop data at the source, and expanding in step with a rapidly advancing food and agriculture industry. Nearly 15 years later, their end-to-end supply chain management system is trusted by Fortune 500 food companies and individual growers alike, with a 98% client retention rate that says more about the product than any marketing claim could. When parent company International Farming—a $2B+ agricultural investment manager with family roots in agribusiness dating to 1827—set expansion as the goal, the brand needed to catch up to the company it had become.
The gap was clear: a platform this capable, this deeply embedded in its customers’ operations, was being undersold by a brand that reflected its origins rather than its ambition. Croptrak’s real value proposition—supply chain as competitive advantage, not overhead—wasn’t coming through. For a company backed by serious institutional capital and moving into new markets, that mattered.
Our strategy process included discovery interviews with leadership and a competitive and audience review spanning enterprise food companies and individual growers—two segments with different needs and different vocabulary, both essential to Croptrak’s growth. The work surfaced a clear strategic foundation: Croptrak’s advantage isn’t just the technology, it’s the combination of deep agricultural knowledge and data expertise that lets them configure the platform to each customer’s specific operation. That’s what keeps clients for a decade. That’s what no competitor built from the outside in can replicate.
With the strategy defined, we moved into creative development—exploring how to express Croptrak’s earned authority and forward momentum without losing the grounded, field-first credibility that makes the brand trustworthy to growers. We presented multiple directions in rough, worked through feedback with the team, and refined toward a final identity built for where the company is headed: a brand that communicates precision, scale, and the confidence of a category pioneer ready for its next chapter.
Deliverables included a full brand strategy framework, refreshed visual identity, messaging, design system, and marketing touchpoints across print, digital, and motion.
The internal team’s response to the rebrand was immediate—the work landed with the energy the project deserved. In the years that followed, sales increased, validating both the strategic direction and the investment International Farming had made in the brand alongside the business.
“Less And More’s work exceeded targets, industry benchmarks, and expectations. Their strategic planning and execution were highlights of the project.”
— Ryann Rios,
Director of Marketing / 908 Devices
