Farm Service

Farm Service is a soil manufacturing company that has been serving the D.C. Metro area since 1980. In case you’re not sure what a soil manufacturing company is, in short, they make dirt. Why on Earth would someone need to buy dirt? It’s a greater need than most people might think.

  • Back Story

    Farm Service creates custom soil mixes for your gardens using all natural fertilizers, like compost (instead of the crap you get in a bag). You know those rooftop gardens you find in cities? Well they make custom mixes (light weight planting soils) so that your precious garden doesn’t fall through the rough and land in someone’s living room. Those ponds you see around some parking lots? The soil in there breaks down oil and toxic things from runoff so it doesn’t pollute the water it’ll eventually end up in. There’s a mix for baseball fields, highways, driveways, the White House lawn (yeah, they did that too), and more.

    Why am I making such a big deal out of this? Because it’s my parent’s company! Once upon a time prior to my birth, Farm Service was a company focused on construction and demolition. However, as time passed, they moved into the manufacturing of environmental products.

    So for the 35th anniversary of Farm Service, Inc., I decided to do some rebranding.

  • Concept

    The logo is based on a lot of the things I mentioned in the beginning with a lot more symbolism. First off, it’s a hand (a right hand to be specific), because in a way, they’re protecting and serving the environment. Then, there’s a green thumb, that’s also a leaf. The orange part is your suburban lawn without topsoil from Farm Service. The fingers are the city buildings with rooftop gardens and highways they’ve worked on.

  • Design

    The business cards are inspired by some things I remember seeing when I’d be playing in their office when I was little. First, there’s this photo that someone took of an aerial view of the property (and some properties around it) back in the 80s. So I took that picture (and a combination of Google maps), and made this line illustration of the different plots of land. That’s the back side of the card.

    Then once I got older (and still do to this day), I had to scan documents to send to clients, most commonly a soil analysis, which would have these graphs on it and a key that shows exactly what each part of the graph means. That’s where the front side of the cards come in. It’s almost like a key to the map on the back.

    A few additional things included are cover sheets for people who still have fax machines, as well as an invoice template, envelopes, and your traditional modern day website (compared to the not so modern ones of the competition).

Employer: Farm Service, Inc.
Position: Office Assistant & Designer
Industry: Manufacturing
Scope: Branding, Fashion, Illustration, Web Design
Year: 2013-14


Press: 2014 AIGA Flux Student Award, Sample Magazine 101 Business Cards