Doubling Engagement Through a Human-Centered Brand Refresh

Background

In agriculture, volatility is part of the landscape. With rising costs, shrinking margins, and long hours have put new pressure on rural communities. For Farm Credit, that made trust and stability more critical than ever.

Beyond finances, many farmers face emotional and mental health challenges; according to the National Rural Health Association, farmers are 3.5 times more likely to die by suicide than the general population. This reality underscored the need for a more human, compassionate voice that acknowledged the people behind the work.

Solution

I centered my approach on three guiding ideas: humane, empathetic, and simple. These principles shaped every design decision. The goal of this brand refresh was to help Farm Credit communicate with empathy, not just authority. By bringing warmth, accessibility, and clarity to every touchpoint, the brand could reflect the care it provides to the communities it serves.

At the time, I served as the Lead Graphic Designer for the Farm Credit Council, the national trade association representing Farm Credit’s network of cooperative lenders. I led the creative direction of the brand refresh, helping translate these challenges into a design system rooted in empathy.

Execution

The refreshed color palette was optimized for digital use, our typography system balanced flexibility with readability, and photography emphasized open landscapes to reflect the scale and resilience of rural communities.

To extend this identity across platforms, I co-led a full website redesign alongside the Director of Digital Strategy. Together, we developed the RFP, evaluated agency proposals, participated in every design review, and provided creative direction throughout the process. We ensured the new brand came to life consistently online and, after launch, co-led CMS training for the entire staff to support long-term sustainability.

Deliverables included: a comprehensive brand identity guide, redesigned website, updated email templates, stationery system, social media assets, sponsor ad templates, and presentation deck designs.

Impact

• Website actions doubled compared to 2023, showing clear improvement in how users navigate, click, and interact across key pages.

• The site welcomed 100,000+ additional users in 2024, driving measurable growth in overall audience reach.

• Social media expanded by 100,000 new followers, helping the brand build long-term engagement and trust.

Deliverables

Website redesign developed in partnership with an external agency. I shepherded the image selection, optimization, and implementation of the brand system.