HorizonScan is Fera's food and feed safety intelligence platform — a horizon scanning tool used by food industry clients and government bodies to monitor emerging risks before they become incidents. The brief was to bring it in line with the new Fera brand system and give it a coherent digital presence for the first time.

The existing identity said too much. A dense illustrated mark — factory silhouette, farmhouse, tractor, hill, arc — attempted to visualise everything the product covered in a single image. At small sizes it collapsed. In professional contexts it undermined the credibility of the science behind it.

The mark

The solution was to remove everything except the one idea the name already contains: a horizon. A single gradient arc — drawn from Fera's green, weighted to sit above the wordmark rather than around it — does the work without explanation. It reads as both a horizon line and a scan sweep, which is exactly what the product does. The wordmark is set in the Fera brand typeface at a weight that holds its own at any scale.

The restraint was the decision. In a regulated, professional context, a mark that trusts the name is always more authoritative than one that explains it.

The microsite

Built in Sanity CMS on the same Next.js architecture as the main Fera site, the HorizonScan microsite gives the product its own presence within the Fera digital estate — positioning it for both existing clients and new prospects, without breaking from the parent brand.

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