Agro Expert Group is a successful Russian company that has been targeting the market of plant protection chemicals for more than 15 years. A few years ago we did a huge rebranding project for them that included strategic research, new brand positioning, new identity and communication as well as exhibition stands. The new brandbook included all necessary touch points and communication channels — from customized business cards to unique exhibition stands.

After implementing the changes we had suggested, the client addressed us for the second time to develop facade design and wayfinding system for their industrial site in Volgograd.  

The site could only be accessed by workers and suppliers, however, potential buyers were sometimes invited on the site for tours. So, the client wanted us to work on the wayfinding for both suppliers and partners. 

The task was really complex as we had to separate freight traffic coming to unload and car traffic with partners coming for tours. We also had to develop a wayfinding system for 3 entrances: staff entrance, visitors’ entrance and drivers’ entrance.

We created a few design concepts for the client, and they chose a solution that was quite similar to the visual story of the exhibition stand we had presented to them earlier during the rebranding. The unique geometry and the combination of green and brown panels on the facade convey the association with the field, one part of which is cultivated and the other part still green. 

The same visual concept was used for the navigation elements: square as the main shape, brand colours and the combination of materials inspired by the stand.

Brand's visual system:

Based on the location of the site and several roads leading to the main building, we created a multilayered wayfinding system. Level one – traffic column for primary traffic navigation from the two main site entrances. 

Level two – large letters and logos on the sidewalls of the main building. Letters showed 3 main entrances into the building and could be seen from far away. Logos could be seen from any angle when driving up to the building.  

Level three – cube-shaped pedestrian columns. They helped visitors find their way around the site and learn where each of the entrances lead to. These columns were extremely useful for freight drivers as they would need the entrance located on the other side of the building.   

Level four – info signs and stickers. They were located on each entrance and help visitors interact with the environment. They showed what was located in every building and regulated the rules of conduct on the site.

As part of the project we offered facade design and navigation elements based on the Agro Expert Group visual style. The combination of the two materials — bright green panels, creating the horizontal rhythm, and dark wood linear panels, creating a light vertical rhythm, as well as the unique geometry we used helped us turn a standard building into something special. The facade design concept we offered was also in tune with the brand’s visual system.  

Besides, we selected materials and created a detailed calculation of the project to make the realization easier for the client. Wayfinding system and facade design have already been implemented by the client on the site with minimal changes in materials and solutions we offered.

Project team:

Varvara Kanevskaya, Producer

Egor Myznik, Creative Director

Andrey Zhaglin, Art Director

Nikita Boldyrev, Architect

Agro Expert team