Monsanto
Genuity Website Lanch
 The pre-launch version of Genuity.com. This was really a fancy Flash "Coming Soon" website. |  Version 1 of the homepage when Genuity launched. |  The landing page for the Traits (seed types) from Genuity. |
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 A lot of content had to be created for the Innovation section of the site, highlighting new technology and progress in the field of plant science and bio-engineering. |  The site was built on a CMS, featuring a Q&A section with industry experts, farmers and agronomists. |  The Genuity Pipeline was a collection of upcoming seed technologies. From drought tolerance to insect resistance, I designed a Papervision Flash module to show off these seed "cards" in the pipeline. |
 Animation concept boards for the phase 1 launch of Genuity.com. I was really into mosaic and fractals at the time. |  Additional concept animation style frames. |  Additional concept animation style frames. |
 Before the site launched, my team also designed an interactive kiosk for the Farm Progress Show that year. The three-sided installation featured touch screen games educating people on the iconography system of genetic trait features. One side was simply an animated motion graphics loop split across three plasma screens. |
Monsanto Company is a leading global provider of technology-based solutions and agricultural products that improve farm productivity and food quality. At Momentum, I acted as the Digital Creative Director for the Monsanto creative team, helping lead the launch of new Genuity brand and the digital touchpoints for farmers and media.
The Genuity Brand is the new family of trait innovations for corn, soybean, cotton and specialty crops from Monsanto. The Genuity brand is known for its breakthrough trait technology, “helping farmers do what they do, even better.” Genuity’s goal is to help farmers achieve maximum yield and reduce the number of natural resources required to plant, grow and harvest crops.
As the Creative Director, I was responsible for managing every digital facet of the Genuity program. I had a counterpart CD that handled all traditional media (print, TV, radio, direct mail) but when it came to the website, email marketing, banners, and trade show kiosks, it all fell in my court. I handled site architecture, user flow, content development, art direction, flash animation, and vendor management for the launch of the new Genuity.com The site map, containing over 80 pages, also includes literally hundreds of granular content items, including Questions and Answers, testimonial data, news, video, events, and promotions.
I did enjoy the challenge of learning so much content for this particular brand. The defunct pre-med student still enjoyed biology and science, so learning about bioengineering and plant science in a short time span was stressful but rewarding.
Creative Director - Hafiz Huda
Art Direction - Hafiz Huda
Information Architecture - Hafiz Huda