FARM TO INSTITUTION NEW ENGLAND

Drawing inspiration from nature for the FINE Summit

Farm to Institution New England gathers food industry organizations around improving local food access in hospitals, schools, and other institutions. We worked with them to create branding for their 2023 annual conference.

challenge

The Farm to Institution Summit brings together people from all across the food industry. This event needed a compelling brand that represents the diversity of their community.

INSIGHT

Good design is more than beautiful. For maximum impact, it needs to tell a story and capture the organization’s values.

IMPACT

We worked with FINE to develop an eye-catching versatile event branding that’s greater than the sum of its parts – just like the ecosystems we rely on.

CONCEPT DEVELOPMENT

Discovering a visual metaphor for complex systems

The theme of this year's summit is CommUNITY Powers the Food System, highlighting the power of diversity in food systems. Working with FINE, we looked to nature for inspiration and landed on a powerful metaphor right beneath our feet: the mycelium network.

These mushroom ecosystems support life underground and represent the hidden community behind our food. The brand we created portrays the rich diversity of the food ecosystem, especially the parts we can’t see. The design system is comprised of different elements that can be repurposed for all the marketing leading up to the event.

To learn more about our design process, check out this interview at FINE’s blog.