Farmshed is made up of people who care about local food, the environment, and community. They share concerns about the current food system, are willing to take action, are motivated to change the way we relate to our food, and are working hard to connect the dots so that everyone knows where their food comes from. One of the advertisements that they use to stay connected with both farmers and locals is the Farm Fresh Atlas. 

 

Farmshed produces the Central Wisconsin Farm Fresh Atlas annually. It’s a free local food guide that lists farmers who sell directly in an eleven county area. It includes a quick reference that works to provide vital information about what each farm produces, their practices, contact information and the services they provide. In addition to farms, the atlas is a guide for local food events, workshops and businesses around the region. 

 

My concept in the design of the cover of the Atlas was designing a book that would appeal to a younger generation of locals. I wanted locals to walk past and see the Atlas and want to pick it up, regardless of if they were educated on what the Atlas was or not. I also wanted a design to speak to the farmers of the Atlas and its community of locals that sell their produce and products. It was with great research from local farms and insight from my experiences growing up on a sustainable farm that I came up with a image based cover of fruits and vegetables in the spectrum of a rainbow. This design breaks the boundaries of any design done in years past and I felt that going for a more modernistic approach to the Atlas was necessary and rebrands the company in a wholistic way that captures Farmshed’s main audience of 20-30 year oldsas well as the older generation of farmers and locals. 

 

In designing the inside pages of the Atlas, I chose a theme of colors based off the style guide and colors from the fruits and vegetable on the cover that are easily viewed by all ages and still compliments the designs of the cover. I also designed the layout with a easy find icon set and a set of color bars for easy search options. 

 

 

30,000 copies printed and distributed across Central Wisconsin.