The Good Acre
Updating a Nonprofit Food Hub Brand to Drive Growth and Support a Community
the SITUATION
On the heels of The Good Acre’s new strategic planning process, the time was ideal to update the brand foundation of this local food hub, strengthen its position in the market, and modernize its web experience.
the solution
Beginning with a thorough strategic branding process, we dove into how The Good Acre, its customers, its goals and its audience have evolved over the last 6 years. I wrapped personas around their distinct target audiences of farmers, wholesale buyers, donors, and home cooks to craft fresh, targeted messaging that speaks to each of their motivators, and needs and helps them understand how TGA is uniquely suited to meet them.
We then looked to strengthen the heart of their sales and marketing efforts: their website. I built a cleaner, easier-to-maintain eCommerce functionality to make purchases, reporting and maintenance easier than ever. On the back-end, I helped improve search rankings and the user experience of the website by lowering plugin requirements by 30%, moving them to a performance-optimized theme, converting all images to next-gen formats, and more.
An easier-to-navigate sitemap and updated calls-to-action help us support TGA’s new strategic priorities. And a fresh design language brings organic shapes, bespoke image treatments, textural backgrounds, and a cleaner, lighter aesthetic to the experience.
Since launch, visitors are spending more than 26% more time on the site, and user engagement is up a whopping 300%.
testimonial
