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FarmView

Brand & Campaign Strategy

Art Direction • Visual • Print

FarmView was an internal brand at Farm Credit Bank of Texas that hosted a suite of products to help loan officers manage loans. There had been previous unsuccessful launch attempts before a tiger team of just myself, a project manager and 2 VP's were slated with creating a whole new strategy/approach. In just a few weeks I came up with the campaign theme that we playfully referred to as the "Wizard of Oz" style, with black and white subjects looking on to their farm lands in color. Below are the initial campaign pieces. Thanks to how much the loan officers were grabbed by the new look & feel, the project was a huge success, finally resulting in full conversion. 

farmview-hero-new.jpg

Campaign Launch Assets Overview

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Color Palette

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395562

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9da85d

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b3cc35

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c6a531

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dadbdd

Image Treatment

angus-grass6.png
cotton1.png
woman-corn1.png
farmerbwcolorbg.png
handsplant.png
farmersonfield-corn-bg.png

Typography

farmview-type.png

Iconography

farmview-iconography-01.png

Association Journey User Guide

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Benefits User Guide

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Messaging Toolkit User Guide

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Impact User Guide

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