FARM12 BRANDING
Brand Identity & Systems Design
Farm12 is an organization that uplifts pregnant women, new mothers, and families by providing access to various much-needed resources. As a quickly growing organization, they were looking for a new brand system that worked with several of their sub-brands, including the physical Farm12 location in Puyallup, Washington, as well as a solid foundation for growth. They wanted a simple, elevated, and friendly system that was widely recognizable and allowed for expansion in their non-profit and for-profit sectors. The brand needed to be beautiful yet appealing to all age groups and backgrounds, while simultaneously staying true to the heritage of the company.
Wildforth Creative created a new brand architecture for Farm12 through a brand discovery process. This was the conceptual north star when envisioning the brand’s aesthetic direction. Art director Kerry Franz and I worked together to establish a general look and feel for Farm12, as shown in the mood board below. From there, Kerry and I each created a separate visual concept for the brand. This is the concept I created under Kerry’s art direction.
Brand attributes
ROOTED | ELEVATED | AUTHENTIC | UNCONVENTIONAL
Moodboard
The client was drawn to vintage farm aesthetics, hand drawn illustrations, and black & white as base colors with warm earth-toned neutrals.
Brand Concept
Inspired by the modern family farm, the concept I created is rooted in the physical sense of place — pulling from the history of the Farm12 story. Welcoming and friendly, this concept has vintage details and hand-drawn illustrations that firmly grounds Farm12 as a hub for its community; a place where people and families can connect over good food, good times, and good causes.
The Farm12 Brand system contains the following logos: Farm12 (Parent Brand), Farm12 (Physical Location), Farm12 Weddings & Events, and Fika (Coffee Shop).
