Brand Identity & Marketing Strategy

Rooting an 11-Year Gathering in a New Era

A farmer using loppers to cut through tangled bushes or branches outdoors in a wooded area with the text 'Cut through the noise' overlayed. Farmers Convergence content.

Client

Farmers' Convergence

Scope

Brand & Identity • Campaign Strategy • Marketing Strategy & Execution

Timeline (2023 – 2026)

Event Producer 2023 • Event Photographer 2025 • Branding & Marketing 2026

The Challenge

Scale Up, but Don’t Sell Out

My relationship with the Farmers’ Convergence started long before the 2026 campaign.

I produced the event in 2023, and returned in 2025 to photograph it, so by the time I stepped in to lead brand and marketing in 2026, I already knew its rhythms, its stakeholders and community, and what needed to be protected moving forward.

The 2026 Convergence needed to reach farmers of every caliber, from beginners to seasoned, conventional to regenerative, alongside educators, school administrators, researchers, and food system activists, and convince all of them that a new venue and a research partnership didn't mean losing the human-centered spirit the event was built on.

That meant the campaign needed heavy and directive outreach work: a full community partner media kit, a press push, and email and social campaigns built to convert.

brand strategy

A new identity built on a decade of trust

After a decade as a relaxed, grassroots farmer-to-farmer gathering, the Farmers' Convergence was stepping into a new chapter: a new home at the UC Hopland Research & Extension Center, California Farm to Fork Program as a planning partner, deeper research partnerships, and a raising a bigger audience to speak to. The name Farmers’ Convergence had to grow up without losing the ease that attracted people to it for 10 years.

I designed the identity from the ground up: logo design and variations, typography, and a full set of brand guidelines, then built out personas and audience segmentation, value propositions, and a content strategy that adapted across print, web, email, and social while staying truthful and unmistakably one cohesive voice.

Flyers for the 2026 Farmers' Convergence event scheduled from February 20 to 22, 2026, featuring images of honeybees and a brown Highland cow, with event details and a QR code for registration.

"The goal wasn't to make the Convergence look bigger. It was to give a decade of farmer-to-farmer conversations a visual language that conveyed trust, so it would carry it into a research partnership, without losing the warmth that built the community in the first place. My job was to create reliability and consistency."

A woman with short, wavy hair and a nose piercing is sitting at a table, writing on a large piece of paper with a green marker. She is dressed in a beige shirt and a vest, and has a yellow scarf around her neck. There are other people partially visible around her, and the setting looks like a conference or workshop room with navy blue chairs in the background.

900%

Net Follower Growth, Facebook

39%

Increase in Ticket Sales

235.6%

Instagram Engagement Increase

41.7%

LinkedIn Engagement Rate

content & campaign execution

Assets built to outlive a campaign

Rather than a one-off push, the work was built as a repeatable system the Farmers' Convergence team can run again in following years. That included a full identity package (logo, variations, typography, brand guidelines); a community partner media kit with ready-to-use newsletter, social, and press copy; four print posters, and nine web images spanning banners, flyers, and promotional graphics; and a six-version email campaign distributed through both the Convergence and Good Farm Fund lists.

Across the campaign, that system produced 39 pieces of content — static posts, reels, stories, and discussion posts — plus press releases placed with Willits Weekly, Mendovoice, and another one in Casey O'Neil’s column at Mendovoice. The result was measurable improvement across every channel: triple digit gains in Facebook views and messages, a 235.6% jump in Instagram engagement, and a 41.7% LinkedIn engagement rate, a significant increase (39%) in attendance, and better open rate on email campaigns.

The Convergence team can now build on this solid foundation year after year.

Farmers' Convergence | Brand • Campaign Strategy • Content