FFA
FFA (formerly Future Farmers of America) was established in 1928. It still serves as the only intracurricular agricultural education program for high school students in the US. For this conceptual redesign, I rebuilt the complete visual identity, honoring the brand's heritage while creating a system ready for the next generation.
The Problem & Opportunity
FFA's visual identity hadn't evolved with its audience. Hundreds of thousands of students in agricultural education expect brands to look welcoming and visually appealing, but are instead met with a mark that read as a historical artifact. The opportunity for this established organization is to honor its brand equity while appealing to a younger generation in order to increase membership (and donations).
Brand & Competitive Audit
Branding System
This refreshed system leads with a friendlier, more approachable typeface, logo, and color palette, modernizing everything while retaining the established identity of this renowned agriculture program. The new inclusive and adaptable brand direction is showcased in the updated brand guidelines.
Color Palette & Typography
Logo Design
Brand Guidelines
Application
FFA's biggest piece of brand equity is Official Dress. Here we see an updated iconic jacket that can be reused or shared between members, alongside pun-filled t-shirts members will proudly wear. The social media posts and full website redesign further confirm the new identity holds from apparel to responsive screens.
FFA Official Dress
Apparel Design
Social Media Posts
Website Redesign
