Social media, email, and content marketing expert specializing in building project maps using the RACI chart method | Helping B2B companies implement a 9-point strategy to drive long-term and sustainable growth
A United Nations report declares we have reached “a breaking point”.
So, what does that mean?
With almost 10% of the 8 billion people living on this earth suffering from malnutrition, 3 million lacking healthy diets, and climate change issues rising to the forefront, it is no surprise that we are in desperate need of a way to produce more food without harming the environment.
The report reviews a few critical ‘climate change impacts’ like reversing water degradation by choosing smart technologies and sustainable farming practices or sequestering greenhouse gases emitted during agricultural activities by employing regenerative farming principles.
And perhaps the most critical solution of all? Deploying technology to enable a more connected agriculture and food industry. In my opinion, we can become powered by data and collaboration, putting us in a better position to come up with answers to big global problems and, in the long term, create a more resilient economy.
Still, to make an impact today, we need to understand the challenges and realities that farmers face now. So your first stop is here.
I am so passionate about educational marketing. It inspires me to look beyond the standard expectations of my role. For this project, I tried to situate myself in the mind of a teenager reading a presentation about a job in farming. It’s so much more than that though. It’s igniting their energy with thoughtful and calculated design. It’s creating flawless headlines and engaging copy that will leave them fascinated and motivated. More urgently, it’s about arming that younger generation with the knowledge to pursue a rewarding career in an ever-growing and transitioning industry.
Our primary call-to-action invokes us to – farm smart start today. We’ll provide you with the education and the technology to succeed. To change your operation for the better. To help the planet survive. So let’s band together and fill each other with hope to prepare ourselves to fight with our minds and hearts to beat global problems like a growing population, food waste, and climate change.
I hope to participate in more projects like this in the future and maybe even join the classroom for some face-to-face interaction and hands-on teaching!
Read more about the project I launched here. Alongside a blog series, these are the assets I designed for the students:
And here are the blog graphics that were used to complement the content. I mimicked a rainbow effect because the colours of a rainbow positively impact our brains, affecting emotions, mental clarity, and energy levels. We all know long nights of studying could take advantage of a rainbow or two!
The ‘support local’ movement is a force driving change worldwide. It moves people to want to purchase fresh, healthy products from farmers. It creates a connection between shoppers, where we can ignite conversations to examine how we’re doing our part and why it’s so important. Products are showing up more readily and in places where you least expect to see them. Overall, there is a feeling of togetherness, kindness, and open-mindedness that helps promote awareness and captures the interest of new, existing, and prospective customers.
I wanted to create a fun digital ad that spoke to the nature of the ‘support local’ concept, one that explores options (expressed using a carousel format), eliminates predisposition (articulated in the ad copy), and ultimately grants us the ability to choose (the call-to-action ‘but local first’) – take action (decide what you want to eat for breakfast) or take action through inspiration (are your eggs local? Well, you can get them laid the same day of delivery! How awesome is that!). The inspiration trickles through in a matter of seconds affecting all those involved (conveyed through various images, colours, animation, and the image of a family). As individuals watching the ad, we feel more attuned to thinking about what’s on our plates, how it got there, where it comes from, and why our consumption habits can negatively or positively impact the planet. The focus remains on the following values –
Help the planet
Grow the community
What are your thoughts on this ad? If I could make one change, I would use a graphic of a globe in place of the farming graphic (at the end of the video). Does it speak to you and make you feel empowered to support local? Let me know your thoughts; open to discussing with you!
We all wonder about things, everyday things, that lead us to research and ponder.
For example, are you starting a new diet? Curious about trying fresh, healthy food? Just nosy about the history of something? Well, these graphics will satiate you.
The #AllAbout campaign explores a variety of fresh, local, and healthy products, giving customers the chance to learn something new in a colourful and digestible way. As part of an ongoing strategy to define the tagline #TrulyFarmtoTable, I explicitly position an image at the bottom of a newsletter, like my brother Alan would say when we were kids eating dinner at the dinner table –
“The Ultimate” a.k.a. the last bite.
It satisfies and perfectly wraps up the meal (conversely idea) (metaphorically conversation).
Are you munching on words or proverbial nuggets or just vegan nuggets?
Well, these images will work in the same way! Once again, satisfying and perfectly wrapping up your dinner.
Another analogy – who didn’t chew Bazooka bubble gum only to unwrap the tiny comic folded neatly on the inside? Take it apart. Pop the pink gum. Immediately unravel the humorous reward.
It’s a ritual in a sense, and these graphics were indeed a ritual to create. So, I hope you enjoy them and that they will entice you to…Munsch!
A grid, which features multiple images split into a visually appealing frame, is one way to brand your business on Instagram.
Three benefits (that connect in the end) –
Command attention: make a lasting first impression; if a viewer’s average attention span is about eight seconds, they will have some time to absorb what you have to present to them.
Stand out: imprint your audience’s mind with a quick taste of your identity; give them immediate access to your information and interests while establishing credibility and authority.
Tell a targeted story: communicate who you are to your existing and potential followers while stimulating emotions, and on a practical side, organizing the layout of your images into a narrative.
I created these grids when reviewing the masses of content I have made over the past year for DirectFood. store’s email marketing strategy (a whole other topic on its own). I like how the colours and shapes seem to speak to one another, and the creative copy helps deliver a message in tune with the selected graphics and photographs.
If you like this sort of work, let me know. I’m happy to share more impromptu design posts here for you!