Young Agrarians: UI Design & Brand Integration
Project Info
Year
Type
Roles
Tools
Overview
Young Agrarians is a national network dedicated to growing the next generation of ecological farmers in Canada. As the organization evolved, its visual identity no longer matched the vibrant, diverse community it served. We collaborated to refresh and integrate their branding, unify their visuals across platforms, and co-create a new, content-rich website that better served their users' needs.
Challenge
- Visual identity felt outdated and inconsistent across platforms.
- The previous website's structure made it difficult for users to navigate or discover relevant programs and resources.
- Site failed to support the varying needs of multiple distinct user groups, such as land seekers, mentors, and the farm-curious.
Goals
- Brand integration and expansion
- Shift from blog-led to program-led UX
- Information Accessibility
Approach
- Conducted stakeholder interviews and reviewed 6 years of Google Analytics to define user personas and priorities.
- Developed a refreshed colour palette and typographic system that better reflected the organization's energy and commitment to the land.
- Designed social templates in Canva for consistent branding by a growing, multidisciplinary team.
- Restructured content into themed portals with suggestive filters, easing access to dense resource libraries.
- Crafted a homepage experience inspired by the concept of "landing on a farm" with lowered-angle, immersive banners.
- Supported visual storytelling using user-submitted images that speaks to young folks' aspirational views of farming.
Concept
"Land on a Farm" — We leveraged immersive, in-person perspective photography (when available) to create visual entry points that resonate emotionally with site visitors. This grounded, human-centric design approach invites users to experience the land and story behind Young Agrarians (more on this later on pt.2: UI Design Process).
Results
Work in progress. Launch is anticipated late 2025. Early feedback from internal teams has been enthusiastic, especially about the clarity of information architecture and the new visual identity.
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