No artsy
sunsets. Just the tag,
doing the work.
— The rule, in one line
Photography and illustrations are practical, simple, straight to the point — just like the rest of the brand. The tag is front-and-centre. There’s no guesswork, no trying to figure the image out, no distracting beautiful sunsets in the distance for artsy feelings.
Just real, practical, professional images of the product on the farm. If you can’t see the tag clearly, the picture isn’t finished.
Show the tag, where it lives.
Every application photo answers one question: where does an AgTag get used, and what problem does it solve right there? Farm gate, feed bin, medicine cabinet, ear, keychain — all worth a frame. Coffee-table prairie panoramas are not.
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Tag is sharp and readable. If a phone couldn’t scan it from the print, reshoot.
The hand or animal is doing something real — turning the key, eating, looking through. Not posed for the camera.
The product context is obvious in one glance — tractor, ear, gate, bin. No mystery.
Background is honest, not styled. Mud, dust, weathered wood, scratched paint — leave it in.
Light is whatever’s there. Overcast, shed light, grey morning. No golden-hour halos.
Farmers in their normal clothes, doing their normal jobs. Boots muddy, sleeves rolled, hat on.
The eye lands on the AgTag within a second. Composition leads there.
Drizzle, fog, low sun, shed lights. Ireland and the UK don’t look like California.
Eating, walking, looking sideways. Not posed, not anthropomorphised.
Tight on the action. Wide enough to read context. Nothing more.
No pumped greens, orange-teal grading, or HDR sunsets. The brand is muted, the photos match.
No farmers in clean white shirts laughing into thin air. No cast actors playing “rugged.”
Mountain panoramas, sunset-over-pasture, sweeping drone fly-overs. Pretty, useless.
No mascot cows with sunglasses. No friendly chicken pointing at a UI. Ever.
If a viewer has to ask “what am I looking at?” — it’s the wrong photo.
Same rules. Show what to do. Don’t decorate it.
For diagrams — like the tag in the logo — keep them simple, not overly-complicated, straight to the point. Brand colours and fonts only. App screen captures and recordings carry the load. Animated lines and short directing text connect ideas, indicate stepped approaches, and guide the user gradually without overwhelm.
Connecting lines draw on as the user steps forward. Phones nudge in 8–12px when active. Nothing bounces.
Anton for headers, Hanken Grotesk for body, JetBrains Mono for labels. Same as everywhere else.
“Point & scan.” “Tell us once.” “Off you go.” Plain. Useful. The kind of thing a neighbour would say.
A bit of banter — once a video. Not on every screen.
No corporate jargon. No frilly transitions. No quirky characters. A wink at the camera once a video is plenty — any more and it stops being a tool and starts being an advert.
If a line makes you smirk on the third watch, it’s probably trying too hard. Cut it.