Roots
A website and social presence for an agtech company using connected technology and real-time field data, serving traditional and modern farmers.
- Role
- UX, UI & Graphic Design
- Timeline
- 2 months
- Deliverables
- Website Figma prototype
- Social media assets
- Context
- Freelance
Powerful tools, buried under jargon.
Roots is an agtech company modernizing farming with connected technology, real-time field intelligence and automated workflows. Their old site felt generic and buried the value of the platform under jargon and stock imagery. They needed a website that speaks to traditional farmers and modern operations alike, backed by a social presence that builds community and thought leadership in precision agriculture.
The challenge was threefold.
Visualize complex data
An interface that makes it intuitive.Build trust
With an audience that values practicality over polish.Explain the tech
A social strategy that turns the technology into content.Three steps from field to interface.
Analyze
Agtech and precision farmingReviewed today's farm tools: where they lean technical, where they stay approachable.
Find the balance
Depth and accessibility- Large operators need efficiency gains and ROI data.
- Family farms need approachable tools that respect existing practice.
Design for each audience
Operators, family farms, consultants- Give consultants a credible, flexible tool.
- Keep it easy for all three to adopt.
Clarity & trust.
A clean, modern aesthetic in natural greens and warm earth tones, connected to the land without feeling dated. White space and clear typography let the product speak for itself.
Website
Optimized for mobile
Hero section
Real field photography with confident, jargon-free messaging.
Core benefits
Users self-select the information most relevant to them.
Stats & social proof
A stats bar highlights key credibility markers prominently.
Real-time dashboard visualizations
Dashboard modules present complex metrics with clear hierarchy.
24-hour weather intelligence
The weather chart combines hourly temperature, humidity and precipitation in one view, with satellite forecasting.
Social media campaign
Beyond the website, I developed a social media system to build community and establish Roots as a thought leader in precision agriculture.
#GrownWithRoots
A user-generated content initiative inviting farmers to share their fields, harvests and results.
Hero section
Real field photography with confident, jargon-free messaging.
Core benefits
Users self-select the information most relevant to them.
Stats & social proof
A stats bar highlights key credibility markers prominently.
Real-time dashboard visualizations
Dashboard modules present complex metrics with clear hierarchy.
24-hour weather intelligence
The weather chart combines hourly temperature, humidity and precipitation in one view, with satellite forecasting.
Social media campaign
Beyond the website, I developed a social media system to build community and establish Roots as a thought leader in precision agriculture.
Social posts
Roots weather watch
Timely, practical content linking weather conditions to actionable farming advice.
Inspirational quote cards
Agriculture has a rich heritage of wisdom. A quote series from famous figures connects Roots' innovation to farming's deeper traditions.
Inspirational quote cards
Agriculture has a rich heritage of wisdom. A quote series from famous figures connects Roots' innovation to farming's deeper traditions.
Roots weather watch
Timely, practical content linking weather conditions to actionable farming advice.
The project delivered a cohesive digital presence that positions Roots as a credible, modern player in agtech. The website balances innovation with approachability, and the social system is a foundation for ongoing community building and content marketing.