Digital Green

DIGITAL GREEN

Terms of Reference (ToR)

CONSULTANCY DETAILS

ABOUT DIGITAL GREEN

Digital Green is a pioneer global not-for-profit organization, utilizing digital platforms and community-driven approaches to amplify the voices of smallholder farmers and improve their livelihoods. Our mission is to create a world where farmers use technology and data to build prosperous communities. By harnessing the power of technology, we facilitate knowledge sharing, capacity building, and market linkages, enabling farmers to adopt sustainable agricultural practices and increase their productivity and income.

We are dedicated to transforming the lives of under-served smallholder farmers worldwide through innovative technology solutions. Backed by leading philanthropic organizations such as the Bill & Melinda Gates Foundation (BMGF), Walmart Foundation, USAID, and UK Foreign, Commonwealth & Development Office (UKFCDO), we are committed to leveraging data and technology to empower smallholder farmers and strengthen agricultural extension systems.

BACKGROUND & PURPOSE OF CONSULTANCY

Digital Green is seeking to engage a Graphic Designer I on a short-term consultancy basis for a period of 6 months. The consultant will lead the design and creative direction for FarmerChat, ensuring a visually engaging and user-friendly experience across the app and all digital touchpoints. This role involves collaborating closely with the product and program teams to translate user insights and growth strategies into intuitive, high-impact designs. The consultant will design and produce multimedia content for in-app interfaces, marketing campaigns, and social media — enhancing user engagement, accessibility, and trust. Additionally, the consultant will maintain brand consistency across platforms while developing scalable templates and design systems for future campaigns.

SCOPE OF WORK

1. Design & Content Creation (Core Requirement)

• Design high-quality static and motion creatives for digital and social platforms (posts, carousels, infographics, story assets) using tools like Canva, Figma, Photoshop, or Illustrator.
• Create AI-generated reels, animations, and short-form videos optimized for social platforms (Instagram, Facebook, YouTube Shorts), aligned to regional farming contexts and languages.
• Develop campaign visuals and copy layouts for performance marketing (Meta, Google, and in-app campaigns) — ensuring each asset aligns with CTR and conversion goals.
• Design and adapt App Store and Play Store listings (icons, screenshots, banners) that reflect the FarmerChat brand and improve install conversion.
• Collaborate with the product team to ensure visual consistency across UI, notifications, and in-app tooltips (Plotline, MoEngage, WhatsApp).

2. Localization & Regional Adaptation

• Customize visuals, videos, and creative assets to reflect local crops, attire, and environmental contexts for Nigeria and Brazil audiences — the two markets this role will primarily support for now — with additional support for India, Kenya, and Ethiopia on a needs basis.
• Ensure culturally relevant color palettes, icons, and visual cues for regional audiences.

3. Collaboration & Cross-Functional Support

• Partner with the Growth Consultant to align creative direction with ongoing engagement experiments and performance data.
• Support MoEngage and Plotline campaigns with contextual banners, tooltips, and spotlight creatives.
• Coordinate with performance marketing teams to produce A/B creative variants for ad optimization.

DELIVERABLES

• A consistent library of static and motion creatives for social and in-app use, refreshed on an ongoing basis through the consultancy period.
• AI-generated reels/short-form video assets aligned to regional farming contexts.
• Campaign creative sets (Meta, Google, in-app) optimized for CTR and conversion.
• Updated App Store / Play Store creative assets (icons, screenshots, banners).
• Localized creative assets for Nigeria and Brazil, with ad-hoc support for India, Kenya, and Ethiopia.
• Scalable design templates and a brand-consistent design system for future campaigns.

QUALIFICATIONS & SKILLS

• 2–3 years of relevant experience running digital ads and marketing campaigns (Meta, Google, in-app push notifications), with a strong hands-on track record designing and executing high-volume, high-performing ad creatives.
• Strong experience with mobile apps, consumer products, or content-led platforms.
• Excellent communication skills.

Nice to Have

• Prior experience designing for the Nigeria and/or Brazil markets — not required, as strong ads and marketing execution skills matter above all else.

DURATION & TYPE OF ENGAGEMENT

This is a short-term consultancy engagement, not a full-time role, for a period of 6 (six) months. Engagement terms, level of effort, and any possibility of extension will be defined in the consultancy agreement.