TechnoHouse: Attracting Tech Talent with a Fresh Identity

Rijk Zwaan, the world’s 4th largest vegetable breeding company, sought to attract tech-savvy professionals in IT and informatics through TechnoHouse, an event showcasing technology-driven horticulture. Balancing Rijk Zwaan's agriculture-focused, family-oriented identity with the need to appeal to a modern, tech-oriented audience was the central challenge.

My Role:

• Designing a campaign identity that balanced Rijk Zwaan’s corporate guidelines with a fresh, tech-savvy image.

• Developing innovative promotional materials, including laser-branded sweet peppers packaged in custom die-cut boxes to highlight Rijk Zwaan’s innovative edge.

• Ensuring consistency across all touchpoints, from social media to event collateral.

The Process

• Stakeholder Insights: Conducted interviews with directors, HR, and employees to align the event’s branding with company values and the target audience’s expectations.

• Visual Development: Created mood boards to explore design directions and finalized a calm, modern aesthetic featuring light blue tones for a refreshing yet stable look.

• Consistent Execution: Implemented cohesive visuals across all event materials, leveraging the "H" in the logo to create a house motif, emphasizing innovation and connection.

The Impact
TechnoHouse successfully showcased Rijk Zwaan as a forward-thinking, technology-driven company, attracting IT and informatics professionals who were previously unfamiliar with its horticulture expertise. The creative and thoughtful design of the event and promotional materials demonstrated how tradition and innovation can intersect, leaving a lasting impression on attendees and positioning Rijk Zwaan as a leader in technology-driven horticulture.