URBAN SOIL
SETTING THE STAGE
OVERVIEW
This project showcases a semester-long rebranding project that includes a complete brand book along with campaign materials. We were tasked with choosing an existing non-profit campaign to redesign. I have a strong belief that every human should have access to fresh and affordable produce, so I chose the Urban Farming Institute of Boston.
NAME CHANGE
Urban Farming Institute to Urban Soil. This new name is short, relevant, and appeals to a younger target audience.
CLIMAX
MOODBOARDS
I had two different directions for the brand: one that was bold and vibrant to reach a younger audience and one that a little bit more mature and educational. The client unanimously agreed on the first choice.
Color refinement: deeper, more saturated, and more relative to the farming scene
RESOLUTION
LAUNCH CAMPAIGN
I chose an event launch campaign because this organization already had a history of hosting community events. Harvest Fest felt like the perfect opportunity to connect with a larger audience and inspire community members of all ages.
View full Brand Book here!
