Client

Traction

Traction is a consultancy specialising in agriculture, sustainability, and value chains – delivering strategic projects in agri-food, ag-tech, natural capital, and global agricultural investment.

Sector

Professional Services

Year

2025

Deliverables

  • Brand Identity
  • Brand Guideline
  • Marketing Collateral

The Challenge

Traction needed a brand identity that captured their difference, distilled their purpose, and positioned them as the essential partner in sustainable agri-food growth.

As a start-up brand, Traction faced three key challenges:

  • Building awareness – They needed a clear and confident brand presence to establish credibility with major food businesses and ambitious scale-ups.
  • Differentiation – They wanted to avoid being mistaken for either corporate consultants “in suits” or farm business advisors, neither of which captured their unique role.

  • Communicating value – Their offer was broad and transformational, but difficult to pin down into neat service packages.

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I wanted to extend my sincere thanks to you and the entire Lyfe team for the truly fantastic job you’ve done on the Traction brand. It has been great to witness the meticulous care you’ve taken in bringing my vision to life throughout this process.

Chris Manley

Founder & Director of Traction

Our Approach

Designing the grain of connection

The new identity centres on a distinctive three-link chain motif, stylised to resemble a cereal grain – rooting Traction firmly in agriculture while symbolising connectivity and resilience.

The central link contains a subtle ‘T’, positioning Traction as the vital connector and the “missing link” that drives progress.

A gradient colour palette injects vibrancy, reflecting Traction’s energy, momentum and adaptability. The typography emphasises the word “action” within Traction, reinforcing the company’s hands-on approach to delivery.

Our Work

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