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Triggering the power within
Elicit Plant - brand repositioning and guidelines
Brand
redesign
Request
Building a brand ready for global growth
Elicit Plant approached Norvell Jefferson to strengthen and clarify their brand identity as they expanded internationally. As a fast-growing AgTech company with patented phytosterol-based technology, they needed a clear positioning, sharper messaging, and a complete visual system. The goal was to align science, performance, and farmer focus into one coherent and scalable brand platform.
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True north
A change in climate demands a change in agriculture
Climate change is reshaping agriculture. Increasing unpredictability is no longer an exception, but the new normal farmers must face. Elicit Plant responds to this challenge by unlocking the plant’s internal potential to improve water use efficiency and resilience. By activating these natural processes, crops are better prepared to withstand stress before it occurs, rather than reacting to it afterwards.
From reactive to preventive protection.
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Ideation
A small nudge within. A big impact on the outcome.
At the heart of our narrative lies a powerful idea: true transformation starts within. Not as a metaphor, but as a scientific reality grounded in the biology of plants.
This insight allows us to shift the narrative, from reacting to stress to preparing for it, positioning Elicit in a fundamentally different space, where resilience is activated from within.
Phytosterols make this tangible, acting as the trigger that unlocks the plant’s internal potential to improve water use efficiency and strengthen resilience.
Triggering the power within.
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Creation
From positioning to a complete brand toolbox
We designed a comprehensive Brand Toolbox that translates strategy into daily application. This included logo architecture, colour systems, typography hierarchy, brand graphic elements such as the halo and leaf system, illustration style, photography guidelines, layout grids, and governance rules.
The result is a cohesive identity that balances scientific credibility with human warmth—ensuring consistency across presentations, sales materials, digital platforms, packaging, and global communications.
Deliverables
Brand messaging
Brand guidelines
Print templates
Digital templates
Social media templates
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Activation
A scalable system for global alignment
The guidelines were built to support international growth, including typographic adaptations for global markets and clear governance processes. With templates, assets, and approval structures in place, Elicit Plant now has a framework that empowers internal teams and external partners to communicate with clarity and consistency worldwide.
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Our imagination at work
We started from a scientific truth: the answer to climate stress already exists within the plant. Our role was to make this clear and understandable.
As phytosterols are the foundation of Elicit’s technology, we needed to bring them into the story. Not as a complex scientific detail, but by focusing on their mode of action.
By explaining how phytosterols activate the plant’s internal processes, we shifted the narrative, from reacting to stress to preparing for it. This allowed us to position Elicit in a fundamentally different space.
By anchoring everything in “the power within”, we turned a complex biological mechanism into a clear, distinctive, and credible idea.
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“We helped Elicit Plant turn complex science into a clear, confident brand, one that empowers farmers and scales globally.”