Project Narrative

When you have a complicated organizational structure, telling your story to potential partners is difficult. American Farm Bureau, the leading advocacy organization for farmers, ranchers, and rural Americans, struggled to tell their story to potential partners, like John Deere and Chevy. They felt that they were giving away their best “product,” legislative advocacy, too easily. They needed to paint a roadmap for prospects to show how they can get there. They worked with the Weber Associates team to create a set of crisp, professional, and customizable materials that aid in telling their story to potential new partners.

We worked with the client to develop a framework graphic that tied together the four program areas of Access, Education, Empowerment, and Advocacy. And helped the client tell the complete Farm Bureau story to prospective partners. We identified four visuals for each program area. We created the initial sketch of the four foundation areas during a brainstorm with the client (see next page). They wanted to depict a modern swine facility for Access, an organic berry farm for Education, a farmer speaking for Empowerment, and the capital building for Advocacy. Based on the sketch, I created a graphic for each area. For Access, a modern swine facility turned into a barn for a farm show and a trunk. An organic berry farm for Education turned into a schoolhouse and a tree image they used for their leadership program. Empowerment and Advocacy remained in line with our original ideas.

I suggested that each program use color to aid in navigation through the presentation. Once I introduced photography into the creative, I toned down the color-coded icons to allow the photography to take center stage. What resulted was a crisp, highly visual presentation that described American Farm Bureau in a few slides and a leave behind that hit heavy on their accomplishments.