farm to school of park county
With a recently completed strategic plan, Farm to School of Park County recognized that while they might look small from the outside, they had real potential to grow and make a larger impact across both the region and the state. They sought support with brand communications, messaging and creative direction, allowing staff to refocus their time and expertise on programs and operations. My team saw the potential to create some exciting work, beginning with a messaging refresh and ending with a comprehensive copy and web design overhaul to elevate the brand.
creative director, copywriter
ROLE
Responsible for all aspects of the client account, including creative direction, strategic messaging and site copy. Handled all budgets, project workflows, design reviews, copywriting and client approvals.
ART DIRECTOR
jenny boehme
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As a small, regional nonprofit, the staff needed to dedicate their energy and time toward programmatic work rather than the design and messaging of the brand. This resulted in a poor understanding and inconsistent delivery of the core brand message across stakeholder groups, the public, board members and staff.
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Building public awareness and amplifying the programs and work of the organization by creating and delivering concise, consistent language and brand messaging across all channels. Within these larger objectives, FSPC sought to increase donations, meal and event participation, streamline staff and volunteer recruitment, strengthen business sponsorship and community partnerships, and grow their impact throughout the region and the state.
the situation
Long before moodboards and taglines, we needed to wrap our heads around the ABCs of Farm to School and the biases surrounding the movement. What did “healthy food” really look like? What “should” children eat and why?
We discussed the (over)promotion of low-quality foods and lack of eduction around quality food in schools; unclear calls to action; what foods are grown on-site and what requires the help of regional partners; the role students play in determining their own food choices, and the impact of working in a county with rapidly shifting school enrollment due to low-income and transient populations.
brand messaging
I began with an in-depth strategic workshop to review current brand language, audience segments and messaging rhetoric with the client. This resulted in a new mission, vision, purpose and positioning statement, along with a refined tone of voice, laying the foundation for fresh copy and design centering around the organization’s programs, approach and community impact.
The updated copy for the site drew on strategic plans, annual reports and marketing materials to accurately reflect the brand’s story and programs. A playful, accessible and trustworthy tone was infused into every element of site copy, from taglines and headers to calls to action and body copy.
site design
We retained the basic functionality and brand elements of the original site while expanding the color palette, fonts and incorporating playful graphics, photography and a fresh batch of children’s illustration.
A series of interactive maps helped to visualize the range of programs, partners, schools and farm and garden locations across the county and the state.
This feature augmented the new Farm to School impact page, highlighting key growth metrics and the core values of the organization.
The new site included pop-ups for fundraising, garden registration and annual programs, with tutorials to help staff easily update and navigate the site as needed throughout the year.
