Monsanto

Genuity Website Lanch

Genuity_preLaunch_09

The pre-launch version of Genuity.com. This was really a fancy Flash "Coming Soon" website.

Genuity_Launch_09_home

Version 1 of the homepage when Genuity launched.

Genuity_Launch_09_traits

The landing page for the Traits (seed types) from Genuity.

Genuity_Launch_09_innov

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.

Genuity_Launch_09_answers

The site was built on a CMS, featuring a Q&A section with industry experts, farmers and agronomists.

Genuity_Trait_Pipeline_Design

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.

Genuity_Concept_Site_01

Animation concept boards for the phase 1 launch of Genuity.com. I was really into mosaic and fractals at the time.

Genuity_Concept_Site_03

Additional concept animation style frames.

Genuity_Concept_Site_02

Additional concept animation style frames.

Genuity_Education_Kiosk_Booth

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

© 2020 Hafiz Huda & Birne LLC.

Contact

Contact me for further information regarding my work or future collaborations. 

create @ hafizhuda.com
314.484.4480
Seattle, Washington
Resume/CV