Washington Farmland Trust

Washington Farmland Trust works to promote healthy farms, climate resilience and land access across Washington state.  I have been fortunate to work alongside this organization for over ten years. In 2020, PCC Farmland Trust announced its new name, Washington Farmland Trust (WFT), a name chosen to better represent the statewide goals of the non profit. In addition to the new name, they introduced a new logo, tagline and visual brand.

They engaged a local design firm to lead the renaming and branding initiative and I throughout this process, I helped guide the design strategy. Once the logo and brand guide were complete, it was my job to apply this new look and feel to all creative assets including brochure, business cards and business stationary.

One of the big rebranding pieces was redesigning the website. Working with Carkeek Studios who handled the development, I designed the website architecture, UX and UI. The re-branding and functional requirements made for a fairly sophisticated site. Read more about requirements and features for this site below the live demo.

Interact and scroll with the live website below

Project Details

In my 10 years of partnering with the Trust, this would be my third time designing their website.  This site needed needed a refresh and it needed the new brand to be applied to the site wide look and feel. I wanted the design to be very clean with strong visuals to move the eye through pages. Pages feature big visuals to help make that instant emotional connection with the viewer. We use big blocks of color to help break up content. I created custom illustration to be used as infographics which help explain concepts. The illustration also adds more visual interest to pages.

Visit the website ›

Developed by: Carkeek Studios

Functional Requirements

  • Custom WordPress theme
  • Responsive web pages
  • Ecommerce/payment processing for single and recurring donations
  • Mailchimp newsletter sign-up
  • Custom map
  • Blog
  • Administration screens that allows for easy in-house updates

Custom illustration is used on the website, in email newsletters, on social posts, and sometimes on Miir tumblers. For the new brand rollout, I simplified the illustration so that it’s more a clean line art style.

Social media for WFT benefits from their rich collection of photography, but sometimes some overlaid text gives it the finishing touch. The new name announcement was slowly revealed on Instagram using a 9 image collection of images that collectively, when viewed as a grid spells out a larger message.
I created a similar in style logo for the Crop, which is the Trusts enewsletter. I designed a Mailchimp template that staff can use to create the monthly campaigns. You can see this featured newsletter in its entirety here.