Checking in with a progress report for my work with Taproot. Our team of six has completed the discovery phase and delivered findings to our client, Marin Agricultural Land Trust. We have also prepared, presented and await approval on the Requirements Brief AKA the Creative Brief. So, after weeks of preparation and presentation we now stand poised to begin the “real” creative work.
MALT, Marin Agricultural Land Trust, began work as a non-profit thirty years ago. At the time there was a concern that family farms in West Marin could cease to thrive if developers were able to buy up the fertile land and forever change the landscape with buildings and pavement. Preserving the farmland was and is their mission and our team has been charged with reinvigorating the brand, redesigning the visual identity and enabling this passionate group to tell their story in new and meaningful ways.
And that is one of the most challenging aspects of this project — making farmland meaningful to folks who take their food very seriously, shop at local farmers markets, believe in sustainable living but have never stepped foot on a working farm. Creating a mark that will telegraph the import of that land to their quality of life, and directly impact their thoughts and actions AKA making donations to a cause they believe in. And to do this in such a way that this message passes the “bumper sticker test” from twenty feet.
Bring it on! I am thrilled to be starting up this phase and cannot wait to dive into what promises to be a very rewarding project.
More as we progress.