The Downtown Cleveland Farmers Market approached me to create a a memorable brand that would establish this new farmers market in the greater Cleveland area. It was important to tailor the branding to the urban center and really focus on the local aspect of the market. I used images of local farmers throughout the campaign to help better connect the market brand to the community. Collateral includes three different postcards, pole banners, kiosks, a newspaper ad and a 8ft vinyl banner.
I designed the logo to reflect the city and it’s people by using deliberate font treatments and styles. The “Downtown” font is arched to represent the many bridges that connect the city while the worn out stenciled “farmers” font suggets the hard-working nature of the markets vendors. The scripted “Market” font helps bring some personality to the mark and the clean and modern “Cleveland” font shows the direction Cleveland is going as a city.
A great brand needs to have a consistent message throughout it’s material to have as much impact as possible. I kept the overall texture, font treatments and image style throughout the entire campaign to help establish this new market as a fresh, modern and urban destination.