Homegrown


Year: 2019
Role: Student under Margarita Barrios Ponce

Through years of systemic targeting in the food industry, food accessibility in the United States has become irrefutably tied to social class. This offense on low-income neighborhoods manifests itself nationwide in food deserts.

Homegrown is a campaign that pushes for the creation of community gardens in low-income neighborhoods. My hope is that this campaign will ignite intra-community activism, empowering inhabitants to eradicate food deserts by putting the power directly in their hands.

It seemed appropriate to create a series of produce illustrations. These fruits & vegetables, with their organic forms, combine seamlessly to create an infinitely repeatable pattern, seen below.

site-illos-GD2

The campaign features a series of double-sided posters. The two sides serve different purposes: one side is punchy and grabbing, with a bold one-liner and popping illustrations. The other side is purely informative, featuring a blurb about how community gardens enable community advocacy.

GD2-2D-poster1-07
GD2-2D-poster1-10
GD2-2D-poster2-01
GD2-2D-poster2-02

Below are some early iterations of my posters. My vision and general messaging was clear, but needed some refining. 

GD2_2D_DRAFT1
GD2_2D_DRAFT2

I created a large mural that would promote community connection; I envisioned people coming together to paint in the outlines. These murals would be on the sides of buildings near where community gardens could potentially be built. 

mural_GD2_M

A Homegrown Facebook page serves as a hub for information about nationwide community gardening. People can interact and connect here, strengthening their collective power.

s_marchesi_screen

I designed packaging to be used for all produce grown in the community gardens. Paper packaging includes a blurb about why supporting community gardens matters, and the positive societal impacts of using community-grown produce, and produce stickers are used to indicate fruits and vegetables grown in a community garden.

s_marchesi_context_3D
GD2_3D-1
GD2_3D-2
s_marchesi_solo_3D

View the full collateral book below.