Agtech specialist AgAnalyst has launched DataBaler, a unique digital answer to the much talked about promise of precision farming. To quote the client: ‘The problem is that machinery guys don’t do agronomy and agronomy guys don’t do machinery. Our solution is the ability to stack field data in the data owners’ favour. This is powerful farmer citizen science.”

The app autonomously integrates data from machines used in different farming operations – planting, spreading, spraying and harvesting – into multiple, layered ‘bales’ of data. Viewed through a dashboard, these layers provide accurate insights about variability across a field at micro levels. This finally unlocks real potential for improving gross margins field by field, strip by strip, metre by metre.

Where did we come in? Having landed the brief in the September, we took the AgAnalyst team on a fast-paced brand discovery journey before creating a strong brand mark to work across multiple territories. We created the DataBaler brand, brand story and presence ready for launch at November’s CropTec event.

“We want to be quietly disruptive in the sector” was a key takeout from the early briefing sessions. But the desire to be a rebel brand was not about making the brand look edgy – that would be counter-productive. It was about giving DataBaler’s brand story cut through by striking a discordant note. We articulated that as freedom; ‘DataBaler sets you free’. A disruptive idea that will agitate existing players in the global agtech sector.