Background
In today’s agricultural climate, the numbers tell a cautionary story. While many U.S. farmers continue to plant and harvest with optimism, a majority of agricultural economists now flag the sector as effectively in a recession. Narrowing profit margins — driven by rising input costs and falling commodity returns — mean that even good harvests don’t automatically deliver strong returns. For the Farm Credit network, this moment underscores the importance of being more than a lender: it’s about being a partner, risk-manager, and trusted advisor. Aligning with the next-generation Farm Bill framework, supporting beginning & young farmers, and reinforcing the role of credit cooperatives in helping agricultural communities adapt, grow and maintain resilience.
Since the pandemic, cultural attitudes toward digital resources have changed rapidly. Digital accessibility has become a priority, and Companies are aggressively addressing accessibility issues to create a better user experience. There has been more conversations on mental health.
Since the pandemic, cultural attitudes toward digital resources have changed rapidly. Digital accessibility has become a priority, and Companies are aggressively addressing accessibility issues to create a better user experience. There has been more conversations on mental health.
There have been several cases that point to general unwellness, such as an increase in domestic violence and a decline in life satisfaction (aka happiness). Unfortunately, farmers face a unique problem because...
"Farmers are 3.5 times more likely to die by suicide than the general population," Source to the National Rural Health Association.
Solution:
In response, we want Farm Credit to aspire to be the champion for farmers and ranchers as they play the essential role of maintaining the rural economy. We aim to find a way to create a brand that will connect to our audience in a meaningful way by using three keywords:
Empathic. Humane. Simple.
Execution:
We focus on three keywords that encapsulate our brand voice and lay the foundation of Farm Credit's creative strategy. Our initiative was to explore new color options that could translate well into digital platforms, give flexibility to our typefaces, and emphasize landscape imagery that demonstrates a sense of scale.
Deliverables:
