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Midwest Food Alliance Identity Development Working with the group, Eaton & Associates conducted research and a complete visual audit of the national organization to determine the effectiveness of its existing communication strategy, and strategize an effective application in the Midwest. The Food Alliance works with farmers to raise 'sustainable' crops, and sought a market among mainstream consumers, creating differentiation with conventional foods, and organic foods. Their name, tagline, and logo would need to create strong recognition, communicate their core values, clarify the relationship of regional to national organization, and create a positive image that both consumers and farmers would be eager to buy into. To achieve that end, we identified key word configurations to connect the regional and national organizations, deriving the name 'Midwest Food Alliance'. To communicate the focus of the organization, we developed a list of positioning statements, taglines, and marketing messages, that were used in extensive market testing, and lead to the organizational tagline 'Good Food for a Healthy Future'. In the logo mark, to show consistency across the country with the national 'brand', we developed a regional variation of an existing mark a 'seal of approval' depicting an agricultural scene, with a distinctively Midwestern appeal. Colors and type fonts were selected to convey the fresh and healthy nature of the foods, and yet maintain the personality of a 'grassroots' non-profit organization. The logo and tagline were applied to various printed applications, including stationery, labels and promotions, and 'usage guidelines' were established to help the organization use its logo effectively.
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Duckson-Carlson Corporate ID
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