It all started as a modest flyer. Years later, my ongoing work with Grow Food Northampton remains a flagship. As an early volunteer and then Board member, I have had the fortune of designing GFN’s logo, print materials and websites. Branding can never lift up a cause on its own, though the ability for GFN to quickly establish familiarity and professionalism was no doubt helpful in the success of a capital campaign, community events and member outreach efforts.
The GFN brand exercises a simple formula in it’s effort to identify with the Northampton community: a hard-working slab-serif for “Grow Food” and a refined classical serif in “Northampton” matched with a hand-drawn, wood-block styled beet that conveniently masquerades as an exclamation point! The brand’s maroon is conservative, warm and flexible to ensure it will find good company among all it’s neighbors.
Franklin Land Trust and I have been partnering since late 2011. The bulk of our work revolves around the production of their quarterly newsletters, annual report and promotions for their renowned D2R2 cycling event. This year though, brought a new, much-needed website overhaul, ushering them from a basic html-based site, to one that helps them integrate content, blogging, email marketing, a searchable property map and database, and seamless donation experience for their supporters. This was a heavy lift, with alot of data to organize and new pathways to carve through how their content is presented and created. In the end, we were able to launch in time for their 2014 Valley Gives Day push, bringing some extra “umph” to their end-of-year appeals.
Artisan Beverage Cooperative is the newly consolidated face of many of the Pioneer Valley’s most loved liquids: Katalyst Kombucha, Ginger Libation and Green River Ambrosia meads. As a result of becoming a worker-owned cooperative and taking on a new name, ABC was in need of some brand direction to help determine how ABC would fit into the picture. As an umbrella entity, we looked for ABC to allow the product lines to remain independent though benefit from the cross-promotion that occurs from them all being unified under the ABC identity.
Who says it’s a bad thing to have too many cooks in the kitchen?! Somehow, when Molly, Leslie and I got together to cook up this brand identity, it came out delicious! I try my hardest not to pat myself on the back too often, generally because the work is only partially mine, so much of a successful project has to do with the client’s interests and feedback, which is why this one took three cooks, not just one. We shared tastes for typography which allowed us to find something with integrity that we were able to modify with texture and grit (not grits). The image then was based on a pretty clear sketch that happened at our first meeting. A few drafts and color tweaks later it was complete! I was then able to help them polish up their website and produce promotional fliers and ads to help get the word out. With all the passion and craftswomanship that is behind Beets & Barley it is no wonder their biggest problem now is reaching their full capacity and needing to expand! So the next time you get the hankering for good food (which would be now probably), you should consider having them drop their weekly special at your door. Let your mouth water over their creations at beetsandbarley.com
Shraddha Yoga is the awesome yoga-verse that is Corinne Andrews! Her warm, grounded style as a yogini translated so well into a umbrella brand for all her offerings, including a forthcoming online therapeutic program for pregnant mothers. The development of the logo in this case sprouted (quite literally!) from the letterforms themselves. As the diagonal arm of the “y” served to separate the two words in the name, the leaf form accentuates this while shading “shraddha” beneath. The choice of a conservative, though soft typeface was made to capture the reverent calm that is inherited from the word “shraddha” (meaning “Faith, devotion, trust, surrender, confidence, attentive awareness, pure love”). The color scheme that runs through all her materials is inspired by her own taste as well as the gorgeous shoreline yoga shots we feature heavily in these materials.
Also featured here is a sneak peek at the identity for Corinne’s forthcoming project, Birthing Mama. This project gives (internet) wings to her ever-popular prenatal yoga class by creating a weekly series of yoga postures, nutritional advice, and creative and meditative activities catered for each week of pregnancy. It has been a joy to be a part of watching this unfold. The program will be available for subscription this spring!
Learn more about Corinne, Shraddha Yoga and Birthing Mama atÂ www.shraddhayoga.org
BerkShore delivers fresh small-catch seafood right off the boat to western Massachusetts markets. Upon emerging around the region at local farmers markets, they were ready for a polished look to help elevate their visibility and achieve a look that matched the quality of their product. We sought a bold solution reminiscent of the hardworking, functional graphics on fish crates and boats as well as the delis and meat markets of a generation ago. To both reinforce the clever twist of language in their name (BerkShore / Berkshire) and to make clear their connection to small-boat fishing, we rendered the “o” as a fish hook. The scheme has reproduced well on signage, a delivery truck, a website and advertising, as the company builds a following of loyal customers looking for the freshest native fish available this side of the Quabbin! Read more at www.berkshore.com