When our new client, Agdia, was headed to the American Phytopathology Society conference, they asked us to put together an ad for the conference guide and a set of graphics for their booth. Agdia provides agricultural diagnostics through test kits, reagents, and laboratory testing services for crop producers. Yet here we were talking to plant pathologists! We knew we had to figure out how to address a highly intelligent audience in a visually creative way. Our inspiration? The old-fashioned slide rule.
In the ad, 33 crop names appear in a list on the left hand side. Of the 33 names, one is highlighted in what appears to be a movable transparent bar. The implication? Every crop on the list – and by inference, every crop grown – deserves routine checkups to both detect and prevent the spread of disease. The ad copy goes on to identify the audience of pathologists and researchers as key partners in the process. (click on the images to see them larger)
Building additional recognition and identity for Agdia, the booth graphics use the same creative treatment as the ad. Thirty-three crop names and the movable bar suggest that every crop should be tested. Copy here does not speak directly to the scientific audience attending the conference, but instead, further defines the skills and advantages of using Agdia products and services to inspect, detect and protect agricultural crops.
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