Invest In Our Land (Farm Bill)
As the lead art director and graphic designer for our collaboration with Invest In Our Land, I managed and executed the creation of a multi-platform ad campaign to raise awareness about the Farm Bill. To address the lack of awareness among political elites regarding the bill's economic benefits, we emphasized its significance in securing the future prosperity of farmers. We spotlighted the challenges farmers face and underscored the necessity of support to safeguard farmland, livelihoods, and families. This campaign provided valuable insight into designing for audiences with interests different from my own.
PARTNERS
Andy King (copy), Dhruv Nanda (copy), and Laura Hardwick (art direction)
Research for our audiences, farmers and political elites, began by compiling visuals from their frequented channels, like the NRA and Fox News for farmers (left), and the GOP and The Heritage Foundation for political elites (right). We had free reign over visual elements as the brand identity was being developed, and the client provided footage and stills of real farmers, crucial for both audiences to connect with the people in the graphics. For farmers, we emphasized rustic visuals and patriotic colors, appealing to conservative values, while for political elites, we used assertive text and patriotic colors to highlight their influence and responsibility, aiming to evoke empathy and connection with farmers.
In Round 1, we tested positive patriotic (left) and negative non-patriotic (right) messaging via Instagram and Facebook to see which tone better-resonated with our audiences.
The positive version produced higher engagement to the negative one and also confirmed patriotic imagery’s effectiveness. As a result, we refreshed the campaign with three new concepts that continued this approach, maintaining a positive tone similar to the graphic in Round 1. By this time, our client had also established their brand guidelines, which allowed us to create a more cohesive set of visuals in this round that pulled type and color from their style guide.
Our work on Instagram (and Facebook)
Digital billboards displayed around DC
Print ads for the Washington Post
Print ads for Drovers Magazine, Farm Journal, and Top Producer