CROPPED: who’s left out?
mission statement —
CROPPED is a visual campaign that uplifts the voices of migrant farm workers throughout California, and informs consumers on how to use their buying power to support farm workers’ labor rights.
CROPPED is a visual campaign that uplifts the voices of migrant farm workers throughout California, and informs consumers on how to use their buying power to support farm workers’ labor rights.
brief —
create a campaign focusing on a current social or environmental issue
completed with Alice Kuang, Zoe Marin, and Scott Sanchez
create a campaign focusing on a current social or environmental issue
completed with Alice Kuang, Zoe Marin, and Scott Sanchez
my roles —
creative designer, layout master, hard goods prototyper
branding —
From far away the logo is a simple orange but look closer and the silhouette of a farmer is revealed. This encourages our audience to take a closer look as to who are the individuals involved in the production of their food who is often forgotten.
Going with a halftone texture, our campaign wanted to pay homage to grassroots movements who have advocated for farm workers’ rights. The halftone texture was also chosen to conceal the identity of any farmers we interviewed and photographed, as a way to avoid compromising their status in the United States. A dotted motif was also incorporated to allude to the idea of “cropping” and also reinforcing the connections of our produce to these farm workers.
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From far away the logo is a simple orange but look closer and the silhouette of a farmer is revealed. This encourages our audience to take a closer look as to who are the individuals involved in the production of their food who is often forgotten.
Going with a halftone texture, our campaign wanted to pay homage to grassroots movements who have advocated for farm workers’ rights. The halftone texture was also chosen to conceal the identity of any farmers we interviewed and photographed, as a way to avoid compromising their status in the United States. A dotted motif was also incorporated to allude to the idea of “cropping” and also reinforcing the connections of our produce to these farm workers.
CROPPED connects the personal to the political by bringing personal narratives to the public eye. We aim to resonate with consumers on a personal level to encourage them to take action through accessible methods and tools, our deliverables.
deliverables —
To be distributed at partnering grocers and co-operatives.
The information pamphlet provides information on the issue and ways consumers can leverage their buying power in support by shopping in season. Ideally to be placed in the kitchen or stuck under a magnet on the refrigerator, the pamplet conveniently folds out into a chart that provides information on what produce is in season at a specific time of the year.
To be distributed at partnering grocers and co-operatives.
The information pamphlet provides information on the issue and ways consumers can leverage their buying power in support by shopping in season. Ideally to be placed in the kitchen or stuck under a magnet on the refrigerator, the pamplet conveniently folds out into a chart that provides information on what produce is in season at a specific time of the year.
Paired with this infographic are packs of recipe cards, dedicated to each season. Recipes are vegetarian, easy to make, and conveniently wallet sized so consumers can carry them around while they do their grocery shopping for ingredients. One pack is released each season to prevent consumers from being tempted to try out-of-season recipes as well as to continuously draw in our audience and encourage them to check back in with the CROPPED campaign from time to time.
goodies —
Caps, t-shirts, tote bags, buttons, stickers, and a reusable mesh produce bag were all to be distributed by the CROPPED campaign.
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process ︎︎︎
With a very broad prompt to simply create a campaign, we started by pitching topics to focus on and found mutual interest in the farming industry but the focus on food or health was an overdone topic. We wanted to shed light on the humanitarian side of farmwork instead. Next was finding a name that would speak to the campaign. We considered bilingual names to acknowledge the heavy latinx community who participate in farmwork. Ultimately CROPPED was chosen as a play on words of farm crops and the verb to cut or exclude. We thought the name perfectly summed up the issue our campaign raises—who’s left out of the picture when we think of our food?
Farmworkers contribute to the $950+ billion agricultural industry but at what cost? A large portion of farmworkers are migrant and of latinx descent. They are often left out and forgotten in the conversation of food production. Their working environment, consequential health conditions, and compensation are often overlooked.
research —
An initial survey was conducted to evaluate the general publics understanding of the farming industry and its labor practices.
Testemonials from farmworkers were collected through interviews at local farms for ethonographic data. Farmers came from farms all across California, from the Central Valley to Southern California. Interviews were conducted in English or Spanish, when preferred, creating a comfortable space for our interviewees in order to truly uplift their voices and tell their true stories.
meet the team —
From left to right: myself, Zoe Marin, Scott Sanchez, Alice Kuang
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From left to right: myself, Zoe Marin, Scott Sanchez, Alice Kuang
