Summary
The project began with a rebrand of the Agritopia Farm logo. Through my collaboration with Joe Johnston and understanding of his community vision, I developed a layered visual identity blending retro Americana charm with thoughtful storytelling. This approach transformed the brand into something deeper and much more than a logo.
Project Overview
Built a cohesive brand system from concept to final production with wide-ranging applications. Scope included brand development and guidelines, website art direction and illustration, marketing collateral, key art, park maps, mural design, product packaging and more (I have officially lost track).
Key Goals
Celebrate the tradition of American agriculture while building a versatile visual system adaptable to all brand touchpoints.
Concepts
Rooted in traditional American farming circa 1927, the aesthetic drew from my experience at Fossil Co., incorporating period typography and design language to capture a timeless farm setting.
Production
Decades of hands-on production experience ensured smooth execution from concept through mechanicals.
Results
The farm has become a cultural anchor in Gilbert. A comprehensive visual system brings cohesion and longevity to the brand. I also got to collaborate with Doug Bell from BrandLoyal on the interactive components to the website. Great working with talented people.
Insights
Design in a community ecosystem amplifies success for everyone. I partnered with and influenced branding for regional businesses, including Joe’s Farm Grill, Fire & Brimstone, Topo, Buck & Rider, Peixoto Coffee, Joe’s Real BBQ, XII West Brewing, Cream of the Crop, Johnston & Co., Why I Love Where I Live and the Town of Gilbert. Great respect for all those good people.
Client: Agritopia / Johnston & Co.
Logo and Branding Design: Jonny Arvizu
Website Design: BrandLoyal & Doug Bell