Early Girl Urban Farm
GREEN LOOKS GOOD ON YOU
Early Girl Urban Farm is where food and community come together in the simplest of ways, with the best intentions. For the past ten years, Shelley Burns has tended her harvest, growing thousands of pounds of microgreens, herbs, edible flowers, and other niche crops for local chefs, retailers, and families. In a garden, where principles guided the practice, we knew that the Early Girl brand needed to showcase Shelley’s connection to the land and her passion for holistic farming. It needed a little magic.
THE CHALLENGE
Shelley wanted to reach a broader audience. She wanted to amplify her home delivery service and increase subscriptions with her brand identity leading the way.
BRAND SYSTEM
Striking Imagery Works Every Time
Main Logo
Monogram
Our goal was to create a recognizable new identity for Early Girl Urban Farm. One that felt rich in personality, while echoing Shelley’s connection to the land, and the generations of farmers before her. Through subtle symbolism we shared Shelley’s visual story. We landed on a combination mark with a logo icon that loosely represented Shelley with the microgreens weaved through her hair. It felt botanical, vintage with a dash of goddess. Our team worked on messaging, brand strategy, brand identity, and a custom square space website to help Early Girl’s brand story come together. The result is a brand identity that feels both earthy, feminine and perfectly Early Girl.
APPLICATION
Included in the brand identity system: are a stacked logo, a simplified horizontal mark, a monogram, a word mark, an icon, supporting illustrative symbols, and patterned elements.
WEB DESIGN
Vibrant and functional. This was our goal when creating the Early Girl Urban Farm website. We needed to showcase the deeply-rooted values that guide Shelley’s work to tell her story of passion and purpose so that her audience gets it. We needed to build a site that was as functional, as it was informative. We crafted a custom Squarespace site that does both; highlighting the magical story behind the farm while also providing an e-commerce shop and ordering system for customers big and small.
TESTIMONIAL
I chose Clever Jane because their designs have edge. The experienced team at Clever Jane is a creative and professional force that overdelivered, on time. Their focus and attention kept me on track to rebrand and develop a customized website that represents my small business beautifully. The merchandise and printing service is quality, eco friendly and current with a ton of options!
Shelley Burns – Early Girl Urban Farm
a clever jane and majorette collaboration
A SPECIAL THANKS TO
SHELLEY BURNS — @earlygirlurbanfarm
PHOTOGRAPHY — @danikasea
CLEVER JANE — art direction, strategy, identity design, web design/development, label design
Liz Parsons, Emily Kiana, Barry Begus
MAJORETTE — brand messaging, copy writing
Elizabeth Hewitt