Farmer Mai - Seeding Solutions for Climate and Social Justice
Mai Nguyen, known through their work as Farmer Mai, is a humanistic problem solver who works for climate and social justice through farming, actions and advocacy. Mai came through Kitchen Table Advisors to Atelier JKL for a brand positioning project and our team went on to establish a new brand visual identity, logo, and redesigned website.
The Challenge
Mai needed help in clearly communicating all the work they do and finding a through line for their audience to connect and learn. Mai also wanted flexibility with their online shop, a CSA for locally and ecoagriculturally grown heirloom wheat.
The Solution
The first step was to distill Farmer Mai’s passions, purpose, and values into a neat statement. Then my team at Atelier JKL used insights to develop the content for the new website and creative talents to organize the myriad of work in fresh words and style. Mai wanted to better showcase their media library, impact projects and areas of expertise in a clear and connected way. Mai holds a clear and artistic point of view for the brand and wanted to honor their journey and roots in the vibrant color palette. Providing Mai with a purpose to restart her drawing practice was a silver lining that added a beautiful humanistic element to the website, fully demonstrating the profound impact of investing in people and fostering a local, transparent, and human-centered food system.
Explore farmermai.com to learn more about farming, actions and advocacy to make an impact, starting now.
