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.