downtown slo farmers market / advertisingBuilding a community-rooted campaign for Downtown SLO’s beloved farmers market
TIMELINE
Spring 2024
4 weeks
SOFTWARE
Adobe Illustrator
Adobe InDesign
ROLE
Advertising Design
Creative Direction
TEAM
Solo Project
This project was developed as a part of a class curriculum for a typography class. The goal of this project was to research and document a place/venue in the San Luis Obispo area and create an informational and promotional campaign targeted towards tourists and local visitors.
For this project, I decided to do Downtown SLO’s weekly farmers market.
OVERVIEW
DESIGN SYSTEM
The design direction features a harmonious blend of soft, earthy grain tones with fresh, lively shades of green and lavender to evoke a sense of local abundance and community warmth. A round, friendly serif font enhances the welcoming feel, giving the campaign a nostalgic yet modern look.
CAMPAIGN BRIEF
Messaging and Communication Objectives
01
Discover Small Businesses
Showcase lesser-known vendors, unique products, and must-try dishes recommended by locals.
02
Inspire Exploration
Use insider tips and recommendations to create a sense of discovery for visitors exploring the market.
CAMPAIGN
locally grown, locally loved
The "Locally Grown, Locally Loved" campaign centers around an aesthetic that celebrates the natural charm of the Central Coast.
Campaign Deliverables
locally grown, locally loved
Series of posters (3) emphasizing the freshness, quality, and variety of the products available at the farmers market
Food/Produce
Vendors/Crafts
Entertainment/Fun
Social Media Posts
Vendor Spotlights feature the people behind the products, creating authentic connections between consumers and local producers
Event Promotions to drive attendance through behind-the-scenes content and exclusive offers
Farmer’s Market Guide
Brochure to navigating the Farmers Market (maps, vendor listings, and event schedules)
Tips and recommendations for visitors (faqs, parking information, and must-try food)
Tote Bag
Tote bag serves as both merchandise and mission statement. Crafted from recycled materials using sustainable printing techniques, these bags reinforce Downtown SLO's environmental commitment while encouraging visitors to reduce waste.
Imagery
The visuals are designed to reflect the market's commitment to supporting local growers, creating an inviting and wholesome atmosphere for all.
