Illustration series work for ADAMA US honored
BROOKLYN PARK, MN—ENPOINTE was honored by AdFed Minnesota on March 4 when it won silver in the Illustration Series category for the crop illustration work created for ADAMA US, a leading manufacturer and distributor of crop protection solutions in the U.S. and globally.
In the agriculture industry where branding, marketing and advertising are inundated with photography of farmers in fields examining their crops, ADAMA US wanted to set itself apart from its peers. ENPOINTE developed life-like crop illustration as a key differentiator for the ADAMA US brand.
The winning illustration work is a continuation of a series that first began in 2018. These recent illustrations further enhance the approach. Steve Barry, Associate Creative Director at ENPOINTE, who illustrated the series of artwork, elaborated, “It was taking something we had done initially to give them a unique space in the market with this illustrative approach that really contrasts all the photography and typical ag imagery that was seen everywhere. It gives them a distinct visual style in that advertising space. Everything from a billboard to a brochure, it’s distinctive and memorable and immediately tells you the crop that you’re dealing with.”
Eighteen new designs were added to the crop portfolio this year, including images of sorghum, rice, peaches, pecan and citrus which will also be part of four new product launches during the 2021 growing season.
The artwork needed to be versatile enough to work in varied compositions and within different “containers,” such as the logo graphic. Due to this, elements were designed and built in a combination of Illustrator and Photoshop. But the designs’ origins began offline. Barry reflected, “I would do my sketching for the individual pieces, rough them in, do a sketch for how they would all go together, and then start and finalize creating in Photoshop. I do a lot of thinking for layout with pencil.”
Of the updated illustration style, Barry said, “It’s pretty extensive. We introduced a lot more depth of field. Even though it’s vector, we have focused planes in there so things in the background are almost indistinguishable.”
Used in print and digital touchpoints, the realistic nature of the illustrative approach has people looking twice at this sophisticated artwork, another reason it’s been so effective for the ADAMA US brand.
Barry reflected, “The illustrations make a really tight, consistent, branded look for ADAMA. They reinforce their brand visually. You don’t even have to read anything. You come across the page and intuitively know that it’s ADAMA.”
The illustrations anchor integrated communications primarily developed by ENPOINTE. They are featured at www.adama.com/us/en/ and microsites as well as on out-of-home billboards, grower guides, print and digital ads, sell sheets, email, video and presentations.
AdFed Minnesota’s The Show is a premier advertising event, recognizing the best creative work in Minnesota. Due to social gathering restrictions related to the COVID-19 pandemic, The Show 2021 ceremony was held virtually only. All winning work can be seen at https://thebook.theshowmn.org. To see the winning work created by ENPOINTE, go to https://thebook.theshowmn.org./2021/071B-373775-08-MNS.
ENPOINTE Creative Director Bob Powers shared, “It is a true honor to have our work recognized by AdFed Minnesota. There are many talented agencies and individuals in the state, and ENPOINTE has consistently been recognized in those ranks over the years for the effective work we are creating for our clients.”
ENPOINTE is a privately-owned branding and marketing solutions company based in Brooklyn Park and St. Paul, Minn. Chosen for its people-first, teamwork mentality and commitment to exceptional quality and innovation, ENPOINTE works with clients spanning the Fortune 1000 to local businesses. Focused on four core disciplines of branding, data and analytics, marketing and printing, its goal is to accelerate growth for organizations and their brands.
For more information, visit the company’s website at www.alwaysenpointe.com and follow it on LinkedIn, Facebook, Instagram, Twitter and YouTube.
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