Free Up Farm
September- December 2023
Team:
Project Lead: Simone Sejdenfaden
Design Lead: Emlyn Griffiths
Designers: Conrad Cossia Castigli, Valerie Irawan, Katherine Zhang
Free Up Farm is a permaculture farm in the Carribean that gives back to the community by exploring regenerative agriculture. As a design lead on Scout Studio, I guided a team of designers and led the overall creative direction of Free Up Farm’s new brand identity. We then implented this new brand identity into a fully functional website for the client that showcased the importance of their work to a wider audience.
Ideation Process
We began our design process by creating user stories so we could understand what aspects of the website are most important to different users. We used this insight to create a sitemap that prioritized all of the features that our potential users and client wanted. We then worked with our client on brand excercises such as personality levers to inform the next stage of our design process: moodboarding.
Moodboarding
Each of the designers created independent moodboards of potential brand directions. We then worked together to dissect and combine elements of our moodboards into three distinct design directions that ranged from dark minimalist to bright illustrative. Using these moodboards to guide our discussion with the client, we agreed on a direction that combined the image-centric and clean quality of the first direction with the approachable, hand-drawn elements of the third direction.
Brandbook
Our final brand includes a color palette inspired by the rich greens of the farm and the colors of the flag of Dominica. We used clean sans serifs as the primary typefaces and and an elegant serif as an accent. We included hand-drawn doodle elements that can be used to emphasize copy, overlay images, or act as illustrative accents. The wave element on website headers and footers acts to seperate images and incorporate an organic feel to the brand. The client wanted to keep their original logo, so we cleaned it up, vectorized it, and refreshed the colors to fit with their new brand identity.
Application
Finally, it was time to turn Free Up Farm’s new brand identity into a fully functional website. We started by making lo-fi wireframes, conducting user testing, and revising until our sample users were able to efficiently navigate our site. Then, we created hifi wireframes that implemented the new brand identity along with the beautiful images of the farm provided to us by the client. We created both desktop and mobile versions and worked closely with our team of developers to ensure usability across devices.
Desktop Wireframes
Mobile Wireframes