The Approach
When I first started creating work for SCFM, I leaned into variations of type and imagery I felt worked with Santa Cruz Ca, and it's farmer culture. I knew most information would be flyer based, and needed to stand out visually as well as be informative.
The Evolution
After developing seasonal posters and on-site signage, and visual themes rooted in Santa Cruz agricultural heritage: I formalized a cohesive identity system anchored by a refined tractor emblem, structured typography, and a disciplined color palette.
A New Brand Eco System
Once a new identity was put into place, I was able to formalize a more unified visual presence across the different markets in Santa Cruz. The various market signage and apparel have an updated, cohesive vibe throughout.
