croplan seed guide creator

For more than 15 years, Winfield United has produced the CROPLAN Seed Guide, printed regional catalogs with hundreds of seed products available to farmers and retailers all over the country.

We reimagined the catalog so that it allows retailers to customize seed guide sales materials for each of their farmers while balancing the business’ desire to communicate WinField United’s agronomic expertise and offerings. The tool ultimately needed to result in a PDF output that could be easily downloaded, emailed, and/or printed on a low-quality printer at a retail location or sent to a professional printing partner.

user experience

Our team created an experience that ensured users could easily create individual seed guides, preview their contents and share in a variety of ways.

design direction

Using CROPLAN’s existing iconography, styles from an in-progress update of the entire Winfield United brand and cues from past printed seed guides, we created a simple and straightforward tool that felt familiar to users.

The seed guide creator launched just in time for the summer sales season as a tool for sales reps and retailers to customize guides for their farmers. The initial rollout of the tool includes a quick survey so that the team can continue to improve the guide in real time. Our client deemed the launch a “true game changer for the business.”

Client: Winfield United
Agency: Colle McVoy | 10 Thousand Design // Associate Creative Director: Clarissa Hernandez // Interactive Designer: Joe LaPorte // UX Designer: Callie Myers // Copywriter: Alejandro Estrada