Jordbrukstekniska Föreningen (JTF) has a long and important history within Swedish agricultural engineering. At the same time, the association faced a clear challenge: how to remain relevant to new generations of students and professionals in an industry undergoing rapid change. The assignment was to modernise the association’s expression, strengthen the brand, and create communication that both honours its heritage and points clearly toward the future.
The visual identity no longer reflected the association’s role today. Recognition among students and younger audiences was low, and it was difficult to clearly communicate the value of membership. The website did not support recruitment, engagement, or growth. The core idea was strong—but the expression felt outdated.
The work began with strategy and audience analysis:
Who does JTF want to reach? And why should they care?
Based on this, we developed:
New visual identity
A modern, technical, and credible expression that connects tradition with innovation. The identity works equally well across digital channels, printed materials, and events.
Membership recruitment campaigns
Concepts and content that clearly demonstrate why the association exists, what members gain, and how JTF contributes to the future of agriculture.
Special focus was placed on students and young professionals, with a tone that is inclusive, forward-looking, and relevant.
New website
A clear, easy-to-navigate, and brand-driven website that presents the association’s purpose and history, makes it simple to become a member, and functions as a hub for communication, events, and engagement.
Today, JTF has an expression that reflects the role it truly holds, a unifying force for technology, knowledge, and confidence in the future of Swedish agriculture.
