Loam soil lab identity
A brand and report system for a soil lab whose results are read by farmers in a truck cab, not in an office.
Client
Loam
Disciplines
Identity, print, reports
Location
Ames, Iowa
Year
2025
What changed
Calls asking how to read a report fell from about 60 a month to 14.
The brief
Loam’s lab work was excellent and its reports were a spreadsheet printed on letter paper. Farmers called the office to ask what the numbers meant.
What we made
A mark built from four soil layers, a one-colour sample bag label, and a report that puts the recommendation first in big type and the chemistry second. Every page was tested on a phone held at arm’s length in a parked truck.
What changed
Calls asking how to read a report fell from about 60 a month to 14 in the first season.
