goodgro Urban Farm Branding + Ad Campaign
Project Context
Urban farming was the norm in North America until the post WW2-era. However, since the 90s, there has been a revival of ubran farms across North America in many major cities. The onset of the COVID-19 pandemic resulted in clear supply chain issues in all sectors including food, as the distance between the farm and our plates has increased incredibly, even for "locally-grown" in-province produce.
This is a branding project for goodgro, a rooftop urban gardening initiative aimed at residents who live in high and mid-density areas of Toronto.
User Persona Chart
Brand Identity - Logo & Visual Direction Brainstorming
Final Logo Guidelines
Public Campaign Development - Transit Ad Brainstorming
Advertising Campaign: Bus Shelters in Downtown Toronto
