Invest In Our Land (Farm Bill)
Invest In Our Land is a pivotal force in championing the Farm Bill, an essential piece of legislation that supports farmers, conservation, nutrition assistance, rural development, and research. As the lead art director and graphic designer, I spearheaded a multi-platform ad campaign to elevate awareness about the Farm Bill's comprehensive impact. Targeting the political elite, our campaign underscored the Bill’s economic significance and its critical role in securing the future prosperity of farmers. For the farming community, we spotlighted the challenges they face and the indispensable support needed to protect farmland, livelihoods, and families. This initiative not only highlighted the intricate balance between diverse audience interests but also reinforced the necessity of unified support for agricultural sustainability and community well-being.
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 with consistent type and color.
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