Identity Designed is a showcase of brand identity projects from around the world.

Farmhouse

Contributed by Casey Martin of Chicago-based Farmhouse, a division of Leo Burnett.

Farmhouse business card

Farmhouse is the innovation and new venture center of Leo Burnett.

It’s inspired by the farm where Leo would invite his top thinkers to hunker down and come up with disruptive solutions to the biggest creative problems.

Farmhouse logo

We created a visual identity that speaks to our existence: a modern, progressive proposition rooted in the feet-on-the-ground, midwest sensibility that lives at the core of the agency.

The imagery cues the farm metaphor. The infographics are approachable and friendly. Most important, our color palette and clean, simple look are direct descendants of the HumanKind identity, which mirrors our firm belief that the best innovations are victories of emotional need and human story, rather than of simple technology or product feature.

Farmhouse stationery

Farmhouse business card

Farmhouse stationery

Farmhouse stationery

Farmhouse brand book

Farmhouse brand book

Farmhouse brand book

Farmhouse brand book

Farmhouse brand book

Farmhouse brand book

Farmhouse brand book

Farmhouse brand book

Farmhouse website

Farmhouse website

Farmhouse website

Farmhouse website

Farmhouse website

Farmhouse website

Farmhouse website

Farmhouse website

It took four months to complete the project in its entirety (identity, brand book, website).

Agency: Department of Design, Leo Burnett
Chief creative officer: Susan Credle
Creative director / copywriter: Dan Chodrow
Design director: Alisa Wolfson
Designer / illustrator / art director: Casey Martin
Producer: David Kuta
Animator: Chris Neeley
Web programming: Dan Edwards

View the Farmhouse website.

3 appreciated remarks about “Farmhouse”

  1. Love. Love love. Not just the identity, but the concept behind the farmhouse itself. Stories are what sell, after all — the products just happen to be the quickest link between the consumer and their dreams.

    The black sheep (et. al.) made me smile. :)

  2. Chief creative officer: Susan Credle
    Creative director / copywriter: Dan Chodrow
    Design director: Alisa Wolfson
    Producer: David Kuta

    So… what did the 4 guys above do?

    Designer / illustrator / art director: Casey Martin
    Animator: Chris Neeley
    Web programming: Dan Edwards

  3. Looks great – but I can’t help thinking I shouldn’t have had to work so hard to find out what Farmhouse actually does.

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