Process
The first stage in tackling this project was to come up with a system. Our system involves a network of local, community-run wheat farms located across the UK which all promote sustainable farming practices, strive for locally produced food and community input.
The goal of the farms is that everything needed to produce wheat products can be found in one place, reducing emissions from national transport, and providing healthier, more accessible products to local communities.
Our Imagined System
After creating our localised farming system, we decided to create something that would help visualise our idea for our exhibition piece. We chose to make a localised farming board game, designed to emphasise the role of community in our farming system, and get people thinking about sustainable choices.
The aim of the game is to collect as many community points as possible by answering challenge cards and decision cards which display real life scenarios. I took on the role of designing the game board as well as developing the visual for the map of our farm.
Exhibition Piece
We want our brand to encourage people to be part of a sustainable community system offering opportunities for education, improved health, community and sustainability. We wanted our brand to communicate that local farming is a healthier and more sustainable way of life. We want people to be invested in knowing about where their food comes from and be able to be part of the process.
Brand Purpose
I started sketching lots of initial logos, ensuring not to limit my ideas at this stage. I played around with lots of symbolism that touched on our main themes of community, connection, sustainability and education. I then took my favourite concepts into illustrator for further development.
Each member of our team put forward a logo concept to our client, and I decided to choose my third concept, where i used 3 visual symbols to communicate our brand values, ‘community’ ‘farming’ and ‘network’.
Logo Design
Within our team, each of us we assigned a touchpoint to focus on. My focus was on the website design and social media posts.
My main goal for the website was to communicate the core values at the heart of growing together which are sustainability, community and education. I wanted people to feel like they trust our network and get the chance to be involved with our community. Therefore, I knew the website had to be easily navigated, using simple buttons and icons to access different pages.
Website Design
After lots of ideation phases, development and group discussions, this is our final logo. We wanted the logo to be simple, yet still communicate the core values of the brand. we settled on using a simple triangle symbol to represent growth and a plus to represent togetherness. when put together these icons create a minimal tree shape
Branding
We wanted our logo mark to be at the centre of multiple areas of our branding, including our brand photography. We came up with the idea of having the tree logo act as a boarder for people in the photographs, representing how growing together connects people as a community. we used This style of photography on the website as well as billboards and social media posts.
When choosing our colour pallet, we wanted to pick something that felt modern and clean, representing what farming of the future looked like. We chose a dark blue to contrast with a bright green as the two main colours, with small accents of yellow to represent trust and community.
