Brand Strategy / Brand Positioning / Logo & Visual Identity / Website Redesign / Content Development / SEO
Farmer Mai: Seeding Solutions for Climate and Social Justice
Mai Nguyen, known through their work as Farmer Mai, is a humanistic problem solver who works for climate and social justice through farming, actions and advocacy. Mai came through Kitchen Table Advisors to Atelier JKL for a brand positioning project and our team went on to establish a new brand visual identity, logo, and redesigned website.
The Challenge
Mai needed help in clearly communicating all the work they do and finding a through line for their audience to connect and learn. Mai also wanted flexibility with their online shop, a CSA for locally and ecoagriculturally grown heirloom wheat.
The solutioN: BRAND POSITIONING + VISUAL IDENTITY + WEBSITE
The first step was to take a holistic view of Farmer Mai’s work which spans from climate science to farming, policy change to land justice — and distill their passions, purpose, and values into a neat positioning statement, “Seeding Solutions” and a “commitment to solving today’s greatest challenges” speaks to the work Mai is engaged in now in their community and into the future. After identifying what the Farmer Mai brand stands for and how they can help — the team at Atelier JKL worked on developing and engaging and authentic visual identity and content to match, that showcases Mai’s myriad of work in fresh words and style. Mai highlights their social and environmental advocacy work, areas of expertise, and numerous projects they collaborate on with other experts clearly and synergistically. Mai holds a clear and artistic point of view for the brand and wants to honor their journey and roots in the vibrant color palette. Providing Mai with a purpose to restart their drawing practice was a silver lining that added a beautiful, hand crafted element to the site and brand.
Explore farmermai.com to learn more about farming, actions, and advocacy to make an impact.
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Atelier JKL provides brand marketing consulting from strategic direction to execution. We partner with entrepreneurs driving change through climate, community and craft. As an extension of your team, our partners can support you with projects and interim positions in strategic marketing and creative.
“I love the results.”
“I found it challenging to communicate my many areas of work...and needed help to elegantly state the through line. I met Laure who distilled my passions, purpose, and values into a neat statement, and her colleagues at Atelier JKL used their insights and talents to capture my efforts in fresh words and style; I highly recommend working with them! I wouldn't have been able to offer this quadrupling of last season's [subscriptions] without [their] support.”
— Mai Nguyen, Farmer Mai, 2024 James Beard Leadership Award Winner