City Farm has a prominent location at a large intersection, but people who walk or drive by the farm often don't notice it. If they do notice it, there isn't any clear signage that indicates what it is or why people should be interested in it. A fence surrounds the farm, which provides useful structural real estate for implementing signs. The signs currently in use at the farm are generally ad hoc signs painted by volunteers. So, the farm would benefit from a focused sign campaign that shows people in the area that they can buy food at the farm, that they can go into the farm and look around, and that this space is a unique opportunity for them to see real, fresh food being grown in an urban context.
Through conversations with the client, we were able to determine a few key ideas that he wanted the signs to convey: fresh food can be bought at this location; members of the public can come into the farm to learn about the process and to volunteer their time; and this acre of land is special because it combines two contradictory elements, the city and the farm.
We designed an ad campaign that would leverage the length of the fence to convey a message, but this level of specificity didn't allow us to meet all of the main ideas we wanted to communicate. Two ad campaigns were then created: one focused on a burlap-sack aesthetic, using catchy tag lines to try to draw a crowd to the farm, and the other took a more modern approach to connecting visuals and tag lines. The client liked elements of these two designs, and we used his feedback to create the final signage campaign.
This campaign uses bright colors to attract the attention of people passing by the farm. The tag lines use a cohesive format to emphasize the term "real" as an adjective related to each of the other terms ("food," "value," and "fresh"). This conveys a message related to all of the values that City Farm wants to convey. Additionally, the use of several bright graphics depicting the types of vegetables grown in the farm shows potential patrons what they can purchase at this site. This series of signs still makes use of the length of the fence to attract attention, and it conveys City Farm's message effectively.