Internal review · The Ad Plain for Agrii
Three deliverables, one recommendation: how a homepage brief became a brand refresh, and what we think Agrii should take forward.
This project began as a homepage brief from Gary at Agrii: simplify the navigation, restructure the login, reduce page weight, and fix the existing carousels and card layouts. As we worked through the header and menu redesign, a larger issue surfaced - the underlying brand was no longer pulling its weight. The existing guidelines were thin, and the visual language lacked the consistency the new design needed to sit on. So what started as a homepage tweak has grown into a brand refresh, with a new homepage built on top of it. The pages collected here show that evolution: the initial concept that answered Gary's original brief, the recommended header and homepage we believe Agrii should take forward, and the refreshed brand guidelines that give the whole system its foundation.
The existing guidelines were insufficient for the work ahead, and the redesign surfaced this naturally. A single documented system gives every future decision a foundation to build on.
The initial concept answers the brief functionally but does not move the brand on. The recommended design is more engaging and better suited to where Agrii needs to be.
The recommended homepage will look disconnected from the rest of the site unless the brand refresh is carried through. Rolling it across the whole site is a separate, larger piece of work that needs scoping and its own budget - best discussed alongside the Umbraco 17 upgrade due this year.
A functional execution of Gary's original brief. Shown for context and to demonstrate how the thinking evolved - not the recommended direction.
New navigation, a slideshow with featured items per menu section, simplified card layouts and clearer login surfacing. This is our recommendation.
Logo, typography, colour palette, voice and tone. The foundation the recommended design is built on.