Branding a farm with a vision for a sustainable, equitable future
Client
In Harmony Farm
Services
Brand Identity
Interactive
Campaign
Signage
Art Direction
Design for good
In Harmony Farm is a revolutionary new model for environmentally sustainable and socially equitable small farming in Iowa. With an emphasis on protecting and nourishing the land, In Harmony provides socially disadvantaged Iowans and refugees with opportunities to scale up their small farm and ranch operations with access to land and business resources. As a very young non-profit, In Harmony Farm enlisted Measure to develop solid branding and foundational marketing to help the organization raise awareness and attract sponsors, donors, volunteers and program participants as it continues to grow and thrive.
A brand rooted in the land
From its inception, In Harmony Farm had hit the ground running with only a logo and hadn’t had time or resources to devote to branding. We approached the project by updating the existing logo and developing a full suite of brand elements to support it. Colors inspired by the land and the farm’s produce form the core of the branding, enhanced by patterns that recall the undulating landscape of the farmland. Patchwork collages emphasize the interconnectedness of the land, farm and farmers.
A hardworking digital farmhand
As the single most important marketing tool of In Harmony Farm, the website has the critical task of being the organization’s face to the community and a key touchpoint for corporations and individuals wishing to get involved. We developed a new content structure for the site, organizing information around user journeys for each of their audience segments. New sections highlighting the participating farmers and their produce drive home the real impact In Harmony Farm is making through real, human-centered stories.
Images to match the vision
Photographs quickly builds perceptions and connections that are more powerful than words alone. We developed guidelines for brand photography that inspires audiences with the beauty of the land, draws them into human stories and tempts them with the beautiful bounty the farm produces.
Finding a way forward
In Harmony Farm will eventually include self-guided trails and on-site activities to engage the local community. We developed a wayfinding program designed to grow with the farm. The brand colors and patterns create a sense of place and help users navigate the site without being obtrusive in the natural landscape. QR codes allow permanent signage to offer content that can change as needed, increasing longevity and reducing maintenance costs.
