The Do More Agriculture Foundation

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Agriculture is an industry with a foundation of deep rural roots, hard word, resilience, strength and community. But those traits can also be the industry’s weakness. Farmers are among the most vulnerable when it comes to mental health. Stress, anxiety, depression, emotional exhaustion and burnout are all higher among farmers than among other groups. As well, Canadian farmers are more stressed than those living and working elsewhere.

Who are we talking to?

Primary target:
- Young farmer
- Growth/large farmer
- Tradition farmer

Secondary target market:
- Industry Associations/Ag Businesses/Media
- Ag Businesses
- Associations

Initial logo sketches

The Do More Agriculture Foundation is a non-profit organization; to raise awareness and to fundraise, it will be producing various of marketing materials. I helped the foundation to develop a set of colour palettes and application guidelines.

Branding Guideline

Anyone who's been to a trade show or exhibition probably has picked up a pamphlet and throw away in the nearest bins. I thought what if we can extend the life of a brochure a little bit longer, what if I can give them a second life. I added a tear-away design on the tri-fold pamphlet and layout all the critical information with a single tear away mechanism. The tear-away crisis card can then be left on their fridge, on the window of their semi. In the time of crisis, who knows, it may very well say a life. I added the same tear away element on the business card as well.