Case Study — AIRM
From whiteboard to funded, designing Canada's first AI crop insurance platform
My Contributions
Embedded within the founding team, I owned all design end to end, from initial stakeholder sessions with data scientists and agronomists through to investor-ready prototypes and pitch materials. This wasn't a hand-me-a-brief engagement. I was in the room where the product was being figured out, translating complex satellite imagery analysis and AI risk modelling into something farmers could trust and insurance executives could sell.
My work spanned brand identity, UX research, user flows, journey mapping, full app UI design, interactive prototyping, pitch and investor decks, and the website.
Impact
From stealth startup to Canada's first AI-powered crop insurance platform, shipped, funded, and live in market.
Planning the app structure
The project began by immersing myself in the team's vision, understanding not just what they were building, but who needed to believe in it. Sitting with data scientists to understand the satellite imagery and LiDAR technology at the core of the product, I learned enough to design with confidence. Two audiences shaped everything from day one: farmers who needed to trust the technology, and investors and enterprise partners who needed to see a trusted advisor, not a scrappy startup.
Wireframes
From quick sketches to structured wireframes, I worked through the interface rapidly, keeping fidelity low enough to move fast but detailed enough to validate decisions with the team before committing to visual design. This kept feedback cycles short and made sure the structure was solid before any polish was applied.
UI Design
With no existing brand to work within, I built everything from scratch, visual identity, typography, colour system, and a full component library, all grounded in the wires and aligned to the brand guidelines I had established. The UI had to work hard on two levels: clear and trustworthy enough for farmers, sophisticated enough for enterprise. To support the white label model, I also designed a theming system that allowed potential insurance company clients to rebrand the product as their own with minimal effort.
Brand
With a blank canvas and a team of data scientists to design for, the brand needed to feel credible, precise, and distinct. The logomark was designed to stand out in an increasingly crowded AI market, avoiding the visual clichés of the category while still feeling unmistakably technology-forward. The layered construction gives it a sense of depth and balance, and the mark holds up equally well on light and dark backgrounds, fully WCAG compliant across both.
Outcome
The product launched commercially as AgriEnhance™ through Agi3, in partnership with Definity Insurance, one of Canada's largest insurers. The joint venture attracted $6M in investment with a $25M Round 1 fundraising target, and the platform went to market serving Canadian farmers with real-time AI-powered crop insurance. What started as a whiteboard and a bold idea shipped as a fully branded, enterprise-ready product with major industry partners behind it.
A rare medium, well done.
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