Build This Town Campaign for the Agriculture Park
Brand • Ad Campaign Concepting • Marketing • Strategy • Digital Design • Print Design • Web Design • 2016
In 2016, the Columbia Parks & Rec Coalition came to Hoot Design Co. with a big project in mind: they needed to raise millions of dollars to build a first-in-the-state agriculture park.
Their ambition called for a powerful campaign, and at Hoot Design Co. we built just that.
Work created at Hoot Design Co.
First thing’s first: What’s in a name?
Initially, the coalition wanted to call themselves (and the campaign) Friends of the Farm. But that’s not a rallying cry—it’s just an abstract statement.
I floated the idea to present new, campaign-specific names to the client, and they chose my concept: Build This Town. It’s a powerful call to action that inspires grassroots enthusiasm and big-donor buy-in.
I was responsible for creating Build This Town’s complete brand identity, including their logo, color palette, typography, design assets, and image styling.
Next up: Powerful phrasing
To accompany the campaign’s energizing name, Build This Town needed powerful, punchy brand messaging to get people on board. I created phrases to be used throughout campaign materials, including:
• Our food. Our families. Our future.
• It’s time to build this town. Together.
• But Columbia can’t do it without you.
Copywriting that hits home (and design that packs a punch)
The crew behind Build This Town are experts in agriculture, public health, education, and more. They know a lot, and are passionate about spreading their message. Expertise is important. But it’s not always accessible.
I was responsible for making sure we translated their knowledge into accessible copy that inspires action. I collaborated to craft sales sheets, brochures, and other campaign materials, overseeing other copywriters and writing much of the copy myself.
Written communication becomes more powerful when paired with powerful design. I was responsible for designing the sales sheets, brochures, and other campaign materials myself to bring the message to life.
Driving donations online
Finally, Build This Town needed a website that spread awareness, represented their brand, and allowed anyone to donate online. I was responsible for copywriting, designing, and building the campaign’s website.