- Logo design
- Graphic design
- Marketing strategy
- Art direction
- Print collateral
- Advertisements
My Role
I was hired as a freelance graphic designer to rebrand the farmers’ market in Santa Barbara.
Design goals:
- Timelessness: Design a mark that is timeless.
- Versatility: This design must appeal to locals as well as tourists, and will be used for advertising, signage, merchandise and apparel.
- Uniqueness: Must be different from other farmers’ market logos, representing both quality and location.
Below (top to bottom, left to right):
- Outdoor signage, sandblasted
- Interior, from balcony
- Interior, from ground level
- Interior signage, vinyl applique
The Storefront
Beginning with a 13-page analysis of the organization’s strengths, opportunities, weaknesses and threats (SWOT) outlining a marketing plan for years to come, the official launch of the new brand included a style guide, printed collateral and advertisements, as well as print-ready designs for branded merchandise such as tokens, tee shirts, tote bags, and apparel. Income from the sale of merchandise was anticipated to create additional revenue for the Association.
Below (top to bottom, left to right):
- Business cards for owner, Amy Isabella Chalker, RD
- Business cards in holder
- Kraft grocery bag with ink stamp of logo
- Storefront display showing branded grocery bag in window
The Brand
Once the new logo is approved and finalized, it is then applied throughout all existing communication material for brand consistency. Many new items are needed to help launch the brand so it is accepted and seen as the organization’s new identity.
The above examples are items that I helped steward into existence, either by creating the design and handing off to the printer, or, in the case of screen printing, assisting in the print shop.
Below (from top to bottom, left to right):
- Printed ad in the Axxess book, half page
- Ad in Edible Santa Barbara magazine
- Axxess advertisement
- Print ad.
- Print ad.
- Axxess book, half page.
Collateral and Marketing Material
Once the new logo is approved and finalized, it is then applied throughout all existing communication material for brand consistency. Many new items are needed to help launch the brand so it is accepted and seen as the organization’s new identity.
The above examples are items that I helped steward into existence, either by creating the design and handing off to the printer, or, in the case of screen printing, assisting in the print shop.
The images below show:
- Handmade batik banner at event
- Hand-painted wooden sign in a remote location, the Waterline
- Owner, Amy Isabella Chalker, posing with hand-painted wooden for feature story
- Hand-dyed, batik sign at pop-up tabling event.
- Hand painting a sign in my studio
- Hand painted wooden sign in a remote location, the Waterline
Custom Handmade Signs & Banners
Custom, hand-drawn lettering, sketches of logo icon from notebook, digitizing artwork and layout. Highlighting location focusing on the mountains and sea.
Below:
Photographs I took that were used as content for social media communication channels highlighting vendors, a variety of products, and community at Santa Barbara’s weekly downtown farmers market.
Gourmet Food Culture
Abundant sunshine, a moderate climate, and a healthy amount of rain makes Santa Barbara ripe for a year-round cornucopia of fresh produce for the past 35 years. Residents and local restaurants benefit from a truly booming farmers market scene at different locations, six days a week.
The Farmers Market Association stated that they wanted a fresh new look representing their 140+ member growers, selling everything from live plants to produce, nuts, meats and jams. I was faced with the challenge of creating a brand with an icon that is inclusive or general enough to not favor one business over another.
