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, generating revenue of nearly £10m anually. 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 was a dense illustrated mark - factory silhouette, farmhouse, tractor, hill, arc - trying to show everything the product covered in one image. It didn't hold up at small sizes, and it undersold the credibility of the science behind it.

The mark

I removed everything except the one idea the name already contains: a horizon. A single gradient arc, drawn from Fera's green and set above the Only designed wordmark, reads as both a horizon line and a scan sweep - which is what the product does. The wordmark uses the Fera brand typeface at a weight that holds at any scale.

In a regulated, professional context, a mark that trusts the name is 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, for existing clients and new prospects, without breaking from the parent brand.

More to come

This project is ongoing, with more deliverables and print material in the works