What Aximz would build for AGI — a digital platform worthy of the company that builds the world's food infrastructure
A speculative strategic brief showing how Aximz Technologies would approach a full-scale digital engagement for AGI (Ag Growth International) — the global
leader in food infrastructure engineering and manufacturing, with $1.1+ billion in revenue, 27 manufacturing facilities across 6 countries, 5 commodity platforms,
and 15+ equipment brands serving farmers and commercial operators on 6 continents.
Concept case study — This is a speculative portfolio piece demonstrating Aximz’s strategic capability for a brand of this scale and sector. It is not a commissioned or completed project.
- Client
AGI
- INDUSTRY
Agricultural Equipment /B2B
- Revenue
$1.1B+
- HQ
Winnipeg, Canada
- REACH
6 continents
- FACILITIES
27 across 6 countries
-
Web Development
-
Brand Identity Refresh
-
Multi-brand Architecture
-
Brand Guidelines
- Technical SEO
-
Technical Copywriting
-
Product Catalogue Design
-
Multilingual Content
-
CMS Architecture
-
Investor Relations Design
-
B2B Content Strategy
The company between the farm and the plate — feeding the world through food infrastructure
AGI (Ag Growth International) is one of the world’s most important companies most people have never heard of. Headquartered in Winnipeg, Canada, AGI designs, engineers, and manufactures the equipment and systems that move, store, condition, blend, and process
grain, seed, fertilizer, feed, and food at every point in the global agricultural supply chain — from the farm bin to the commercial elevator to the food processing facility.
With $1.1+ billion in revenue, 27 manufacturing facilities across Canada, the United States, Brazil, India, France, and Italy, and a product portfolio spanning 15+ brands across 5 commodity platforms, AGI serves farmers and commercial operators across 6 continents. Some of AGI’s product brands carry more than 160 years of industry history. This is not a
new company in an emerging market — it is an established global infrastructure provider at the backbone of the world’s food security.
Business at a glance
-
$1.1B+ revenue — global leader in food infrastructure equipment
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27 manufacturing facilities — Canada, USA, Brazil, India, France, Italy
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Operations and customers on 6 continents
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15+ product brands — some with 160+ years of industry heritage
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Two business segments: Farm (on-farm customers) and Commercial
(processors, elevators, ports)
Product portfolio scope
- Storage: grain bins, bolted bins, hopper bins, smoothwall bins, liquid storage tanks
- Handling: augers, conveyors, bucket elevators, grain vacs, chain & belt conveyors
-
Conditioning: mixed flow dryers, fans, heaters, aeration systems, stirring
- Processing: blenders, scales, dosing systems, mixers, milling equipment
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Technology: controllers, hazard monitoring, automation, BinManager® monitoring
systems
One company. Five platforms. Every point in the global food supply chain.
AGI’s equipment and engineering solutions serve five distinct commodity platforms — each with its own audience, application requirements, and purchasing decision process. The website must speak credibly and specifically to all five, for both farm-scale and commercial-scale customers.
Grain
Storage, handling & conditioning for wheat, corn, soy, rice and more
Fertilizer
Blending, storage & handling systems for dry and liquid fertilizer
Food
Processing, milling & handling systems for food manufacturing facilities
Feed
Feed handling, processing & dosing for livestock & poultry operations
Seed
Seed treating, handling & storage for seed production & conditioning
An industry-leading company with a website that doesn't match its global authority
AGI’s digital challenge is one that many industrial B2B leaders share: the company is vastly more capable and globally significant than its website communicates. aggrowth.com is a functional product catalogue — but for a $1.1B company building infrastructure for the world’s food supply, it needs to be a strategic digital platform that generates leads, builds brand authority, serves multiple audience types with depth, and ranks for the high-value search queries that agricultural buyers and commercial operators use when sourcing capital equipment.
UX & experience gaps
- No clear differentiation between Farm and Commercial audiences on entry — both paths compete for the same homepage
- 15+ sub-brands are listed but not given individual digital identity — no sense of each brand's heritage or specialisation
- Five commodity platforms lack dedicated hub pages that communicate AGI's full-system engineering capability per vertical
- Engineering and project management services — a major differentiator — are underrepresented vs. product catalogue
- International market pages are inconsistent — a critical gap for a company with operations on 6 continents
SEO & content gaps
- Product pages lack depth and technical specification content that agricultural buyers need before requesting a quote
- No structured data — missing Product, Organisation, FAQPage, or TechArticle schema across the catalogue
- Low organic visibility for high-intent commercial and farm equipment queries in North America, Brazil, and India
- Food security and global food infrastructure — AGI's most differentiating narrative — generates zero SEO-visible content
- No multilingual SEO strategy for key international markets — Brazil (Portuguese), India (English), France (French)
"Building the world's food infrastructure" — making that mission felt at every ouchpoint
AGI’s brand line — “Building the world’s food infrastructure” — is one of the most powerful positioning statements in industrial B2B. It frames AGI not as an equipment manufacturer but as a foundational partner in global food security. That narrative has enormous potential with investors, governments, and commercial operators — but it needs a digital identity and communication system that can carry that weight across 15 brands, 5 commodity platforms, and 6 continents.
Brand audit
Full audit of AGI's digital presence — global site, sub- brand pages, investor materials, product datasheets — mapping inconsistencies across 15+ brands and 6 international markets.
Visual identity refresh
An evolved AGI master brand identity: industrial precision, agricultural warmth, and global ambition — expressed through typography, colour, imagery direction, and a data visualisation language for technical specs.
Sub-brand architecture
A clear brand architecture for AGI's 15+ product brands — defining the relationship between the AGI master brand and individual brands like Westeel, Batco, Hi Roller, Farmobile, and BinManager®.
Platform brand identities
Distinct but coherent visual identities for each of AGI's five commodity platforms — Grain, Fertilizer, Food, Feed, and Seed — enabling audience-specific communications without fragmenting the master brand.
B2B voice registers
Tone and content registers for AGI's three core audiences: on-farm buyers, commercial operators (elevators, processors, ports), and investors — each with distinct vocabulary and decision-making contexts.
Brand guidelines
A 60-page brand guidelines document for internal teams, manufacturing facilities, regional distributors, and agency partners — covering all digital, print, trade show, and equipment livery applications globally.
How Aximz would approach this engagement — six phases
01
Discovery, audit & audience mapping
Full UX, content, and technical SEO audit of aggrowth.com across all product categories, sub-brands, and international pages. Audience mapping across 4 segments: on-farm buyers (small and large-scale), commercial operators (grain elevators, feed mills, food processors, ports), engineering and project management buyers, and institutional investors. Competitor benchmarking against AGCO, GSI (AGCO), Brock Grain Systems, Sukup Manufacturing, and Scafco. Output: a prioritised opportunity matrix, audience-needs map, and phased engagement roadmap.
02
Brand identity design
Refreshed AskSunday's visual identity to match the trust and professionalism the brand has earned. New typography pairing — a warm serif for headlines communicating authority and longevity, a clean sans-serif for body content communicating clarity and efficiency. A refined colour palette anchored in warmth and reliability, moving away from the generic SaaS-blue of newer competitors. Photography direction guide for virtual assistant lifestyle imagery — genuine, human, and professional rather than stock-generic. Updated logo usage rules and digital brand guidelines document for internal and partner use.
03
SEO & content strategy
Rebuilt the site structure around three audience entry points — Individuals, Startups, and Small Businesses — and nine service categories, each with its own dedicated, SEO-optimised landing page. Keyword universe of 400+ terms across virtual assistant, dedicated assistant, personal assistant, and task-specific queries — segmented for the US, UK, and Australia markets. Hreflang implementation for all three markets. URL taxonomy, internal linking architecture, and a content pillar strategy built around the "#MeTime" and productivity positioning that resonates with AskSunday's entrepreneurial audience.
04
Website redesign — trust signals at every turn
Redesigned the full website with trust as the central design principle. Homepage: Tim Ferriss endorsement, TIME Magazine ranking, and MSNBC/CNN press features surfaced above the fold — not buried in the footer. Press logo strip redesigned for visual credibility. Dedicated service pages for all nine categories, each with a consistent conversion structure: problem statement, service description, what your VA can do, pricing CTA, and social proof. Reviews page redesigned to maximise named testimonials and star ratings. Case studies section structured to tell client success stories with measurable outcomes. Free trial CTA prominent across all pages.
05
Conversion copywriting & content strategy
Rewrote all website copy with conversion as the objective — leading with client outcomes (reclaim 50+ hours/month, grow your business without hiring) rather than service descriptions. Each service page opened with the specific pain point the target audience experiences, then delivered AskSunday's solution with supporting social proof and a clear CTA. Tim Ferriss endorsement and TIME ranking woven naturally into copy across the site — not just on the homepage. Blog content strategy built around high-intent how-to and comparison queries: "how to hire a virtual assistant," "best virtual assistant for small business," "virtual assistant vs hiring in-house." Editorial calendar created for ongoing SEO content.
06
Technical SEO, development & launch
Technical SEO implementation: Service, Organization, FAQPage, Review, and LocalBusiness schema across all service and location pages. Three-market hreflang for US, UK, and Australia. Core Web Vitals optimisation for a globally distributed audience. Rebuilt the client portal login flow and free trial signup for reduced friction. Blog and case study CMS configured for independent content management. QA across 16 device and browser configurations. Zero-downtime launch. 90-day post-launch SEO monitoring and keyword tracking report across all three markets.
What success would look like at 90 days post-launch
Illustrative targets based on B2B industrial equipment and agricultural machinery benchmarks for companies undergoing strategic digital redesign. Concept projections — not guaranteed outcomes.
120%
Organic search traffic
40%
Bounce rate
3.5×
Quote request submissions
97
Target PageSpeed
190%
Page 1 keyword positions
4×
Platform hub engagement
200+
Pages written
4
Markets localised
High-value agricultural equipment queries AGI should own globally
Targeting transactional and discovery keywords across Arcadio’s core
categories.
200+ pages across 5 platforms, 15 brands, and 4 markets
200+
Pages written globally
500+
Keywords researched
4
Markets localised
15+
Sub-brand pages
5
Platform hubs built
80+
Accessible UI components
Full page coverage
Homepage · Farm segment hub · Commercial segment hub · Platform hubs: Grain, Fertilizer, Food, Feed, Seed · Product categories: Storage (grain bins, bolted bins, hopper bins, smoothwall, water tanks), Conditioning (dryers, fans, aeration, stirring), Portable Handling (augers, conveyors, grain vacs, seed treaters), Permanent Handling (bucket elevators, chain conveyors, belt conveyors, distributors), Structures (towers, catwalks, ladders), Buildings (agricultural steel, commercial steel), Processing (blenders, scales, dosing, mixers, milling), Technology (controllers, hazard monitoring, automation. Sub- brand pages: AGI Batco, AGI BinManager®, AGI CMC, AGI Farmobile, AGI GrainMaxx, AGI Hi Roller®, AGI Airlanco, Westeel, Sentinel, and others · Engineering & project management services. Global food pages: · Investor relations: TSX listing, financial reports, ESG · International markets: USA, Canada, Brazil, India, France, Australia, UK · Careers & employer brand.
What the AGI team said
“The redesign made an immediate difference — not just visually, but in the number of trial signups we’re seeing. Aximz understood that for a brand like ours, the trust story is the conversion strategy.”
— CEO, AskSunday LLC
Everything a full Aximz engagement would deliver for AGI
- Full UX and SEO audit across all product categories, sub-brands, and international pages
- Competitor benchmarking against AGCO/GSI, Brock Grain Systems, Sukup Manufacturing, and Scafco
- Sub-brand architecture framework defining the AGI-to-product-brand hierarchy across 15+ brands
- 60-page brand guidelines document for global teams, distributors, and agency partners
- Full IA redesign — Farm/Commercial dual paths and 5 commodity platform hubs as structural backbone
- Five commodity platform hub designs with full-system engineering capability showcased per vertical
- Engineering and project management services section — elevated to primary navigation
- Localisation framework for Brazil (Portuguese), France (French), and India (English)
- Investor relations redesign — TSX-listed financial data, ESG reporting, and investor presentations
- Core Web Vitals optimisation — including performance budgets for rural and emerging- market internet users
- QA across 22 device and browser configurations
- 4 audience persona documents: on-farm buyers, commercial operators, engineering buyers, and investors
- AGI master brand visual identity refresh — colour, typography, photography direction, and data visualisation language
- Platform identities for Grain, Fertilizer, Food, Feed, and Seed commodity platforms
- 500+ keyword research and multilingual SEO mapping across all product categories and 4 target markets
- 80+ WCAG 2.1 AA accessible UI components — global design system for Farm and Commercial contexts
- 15+ sub-brand landing pages with individual heritage, product depth, and brand identity
- 200+ pages of technical B2B content — product specs, application guides, system diagrams, and case study frameworks
- Technical SEO: Product, TechArticle, Organisation, FAQPage schema across all product and platform pages
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Global food infrastructure thought leadership hub — positioning AGI in the food security narrative
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CMS architecture with separate workflows for product, marketing, regional, and investor relations teams
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90-day post-launch SEO monitoring, keyword rankings, and conversion performance report
