Services: Brand Strategy, Collateral Materials, Copyediting, Environmental Design, Logo & Identity, Messaging, Signage & Wayfinding, Website
The Ground
Building a sustainable brand ecosystem
Connecting farm, food and people
We were approached by The Ground to strategically organize their ecosystem, an ever-evolving collection of destinations and experiences throughout Yamhill County and the Willamette Valley. We were tasked to help them to build the architectural framework for existing and upcoming brands to help launch awareness and aid understanding of all The Ground encompasses.
Cultivating harmony
Our first task was to determine whether The Ground should be a house of brands or a branded house. Through intensive work sessions, we determined that the first approach felt too disconnected from the parent company which was gaining momentum while the latter approach felt too dominant for its rural context. Generating a hybrid framework, we landed on middle ground of endorsed sub-brands that serves to increase the recognition of their trusted parent company whilst uplifting and connecting their established and sought-after sub-brands and facilitating future additions.
A philosophy of interconnection
To help an end-user understand the question “What is The Ground?” we sought to succinctly categorize the offerings to provide users unique pathways into The Ground: Lodging, Market, Farm, Food and Events.
Loving hospitality
Once lines were drawn, we carried the new rules throughout the parent company and sub-brands, fortifying their interconnection through web, print, design, and versed vernacular. Our team also went to work creating website architecture, brand usage guidelines, a signage system to be used universally across multiple properties and locations, email communications, swag, custom illustrations and a pocket map to provide a cohesive visual to assist guests as they explored The Ground’s many offerings.
Experiencing The Ground
As a result of our collaboration with The Ground, one interconnected ecosystem was born, bringing their vision “to connect farm, food, and people” together under one umbrella. The vibrant architectural framework sets the stage for memorable guest experiences and healthy economic growth.
Photo credits: The Ground, Gregor Halenda Photography, Think Joule. Please inquire for individual images.