Jaden Graham

URBAN SOIL

PROJECT DESCRIPTION

This project showcases a semester-long rebranding project that includes a complete brand book along with campaign materials. We were tasked with choosing an existing non-profit campaign to redesign. I have a strong belief that every human should have access to fresh and affordable produce, so I chose the Urban Farming Institute of Boston.

NAME CHANGE

I changed the name Urban Farming Institute of Boston to Urban Soil. This new name is short, relevant, and appeals to a younger target audience.

MOODBOARDS

I had two different directions for the brand: one that was bold and vibrant to reach a younger audience and one that a little bit more mature and educational. The client unanimously agreed on the first choice.

Color refinement: deeper, more saturated, and more relative to the farming scene

FINAL BRANDING MATERIALS

LAUNCH CAMPAIGN

I chose an event launch campaign because this organization already had a history of hosting community events. Harvest Fest felt like the perfect opportunity to connect with a larger audience and inspire community members of all ages.

View full Urban Soil Brand Book here!

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