SIP view

INTERVIEW: Jakub Nitran,

SIP’s new visual communication

Jakub owns a small agency, specialised in AG photo and video content creation. Last year they celebrated the 10th anniversary of the company. Together with a team of creative and passionate individuals, they constantly create all types of audiovisual and can process a complete visual identity.

The purpose and goal of establishing a new visual communication strategy was to highlight the product and see it functioning in its operational environment. We highlighted the product's robustness with a high-contrast red colour on a neutral grey background with the crop in darkgreen contrast. The tractor, pulling the machine, appears in a neutral grey colour. This way, the visual element works more universally and flexibly, where the product remains independent of all tractor brands, and the focus stays on SIP.

You are a specialist in agricultural video/photo production. When/How did you decided to become a specialist in that sector? It all started in the field. My grandparents farmed on a small farm in the foothills. I spent my whole childhood and all of my free weekends working in the fields. The passion for photography and video soon followed. I tried to learn and improve whenever there was a possibility. I contacted the first company at the age of 15. My mum drove with me to the field and stayed there the whole day. Over time I have worked with people in the audiovisual industry and it was only a matter of time before we set up the company. I am very glad to have a team of people behind me who share a similar passion. Without this, it wouldn’t be possible to create a job in a very specific agriculture sector.

What are the biggest companies (best references) you are working for in the agricultural business? We strive for a friendly approach and long-term cooperation with our clients. In addition to the new cooperation with the SIP brand, we also cooperate with other international companies in the agricultural sector. Since 2012, we have been significantly involved in the creation of audiovisual content for CNHi, especially the Case IH and STEYR brands. We are preparing all product videos and post-production of the photos for the BEDNAR and AGRIO brands. In addition to the agricultural companies, we have been cooperating for two years on the creation of photographs for the ŠKODA AUTO company. Other companies include names such as BRANTNER, STRAUTMANN, WOODS, and many more.

Flexible, robust, and specialist - in 2020 we introduced our new product visualisation communication.

We talked with Mr. Jakub Nitran from the Czech Republic, the man behind SIP’s new photography and visualisations performance.

“What impressed me is the modern factory, production procedures, and their control.”

Your first visit to SIP was during a SIPs Traditional open house event in 2019. What would you say about our company? My first visit exceeded my expectations. The company is well organised, everything has its order. The first meeting with the company's management was warm and friendly, I felt like we had known each other for a long time. I think this is very important and you can develop relationships and cooperate more easily. What impressed me is the modern factory, production procedures, and their control. You won't find thousands of machines here, but every machine gets the attention it needs. Many other companies are far removed from such top performance.

What is your view on SIP’s new visual communication proposal? SIP is a very specific brand, based on values that many companies lack today. The new visual of the communication tries to get as close as possible to SIP’s values, the basic colours of the brand and the strong green colour is primary for the overall identity in the face of strong competition. The uniqueness of this style is underlined by the black and white background, which is related to a specific type of machine and thus completes the unique image. Also, there is no need to retouch the work of the machine or clean each machine in detail, robustness is one of the pillars of the brand. So in addition to the colour adjustments, no major retouching is needed. In today's digital age, the average person views hundreds of pictures a day. A strong identity will play an increasingly important role, and I think that SIP will gain its face and awareness at a glance.

You have a passion for mountains and you’ve already visited a couple of Slovenian peaks. Could you share with us your experiences in the Slovenian mountains? Yes, that's right, the mountains give me energy and new inspiration at the same time. This is where you can spot all the forces of nature and weather, which is very connected with agriculture as well. I have visited the Slovenian Alps several times and found peace and pure nature, including places where perhaps no one has ever been before. Similar places are hard to find in other alpine countries. The people here are modest and they will share their experiences with you straight away. I hope to return soon!