THE PROCESS
A complete re-brand of LA based non-profit, Food Forward
This case study explores every aspect of refreshing a brand and was done in collaboration with fellow designer, Courtney Smith.
First, we looked at the existing design work and ethos of Food Forward. Our strategy was to create a cohesive branding that matches the positive and community-based goals of the organization.
Objectives:
Refresh logo, stationary, branding and visuals
Redesign and reorganize website to feature necessary information and spotlight the organization’s programs.
Social media strategy focusing on education and volunteers and events
Create marketing collateral that engages with the community to get involved and fight hunger and food waste.
Video ad to play on social media, Youtube and website
Collateral design for community based event - featuring food truck, local organizations and education.
Existing Company Visuals
New Identity
Redesigned logo, color scheme, type, and overall identity
Food Forward had a great existing tagline - Harvest Food • Fight Hunger • Build Community. It is a perfect summation of the organization and its values. We wanted to use that as a jumping off point for our marketing and volunteer swag. At Food Forward, You gather with your community to gather food to give back to your neighbors and community in need. Throughout our collateral and designs we have included Gather & Give to tie in the ethos behind those volunteering, donating, and working with Food Forward
Food Forward’s produce box is a center piece within their organization. Volunteers often pose with a stack of produce boxes after a day of successful gleaning
Refreshed Website
Improved flow of information and cohesive design with new brand identity
Home Page
Mobile Version
Donation Page
Social Media
Focus on Instagram and Facebook to promote food education and resources
Social Media Strategy
Mix of photography and video of produce and volunteers interspersed with textual/numerical infographics
Feature partners, weekly updates of pounds of fruit rescued and donated, promote upcoming events
Spread awareness about hunger and food waste in Southern California
Spotlight the amazing partners and volunteers that work with Food Forward
Marketing and Advertising
The new Food Forward out in the world
Farmer’s Market Engagement
Food Forward collects produce donated by vendors at various farmer’s markets. We decided to boost the existing presence with a-frames throughout the market to encourage attendees to get involved and learn more about the organization.
When attendees stop by the booth, they have the ability to pick up a branded bag to fill with produce to donate. They can also donate monetarily or sign up to volunteer.
Yard Sign
Food Forward’s Backyard Harvest program partners with property owners who donate surplus fruits from their backyard.
Donors will receive a yard sign advertising the program and encouraging neighbors and community members to get involved.
Direct Mailer
Postcard could be sent to community members with a helpful smoothie recipe
Video Ad
Can be featured on social media and also on the website
Collateral
New promotional & informational materials
Informational Brochure
A guide to Food Forward’s goals, programs and how to get involved
Reusable Tote
A gift for volunteers and larger donations. Also available to purchase
Community Event
A food truck feeding the community while showcasing ways to support Food Forward, vendors and partners of the organization.
The event will be centered around the food truck and the entrance will have movable walls displaying information about food insecurity and food waste.
