Farmers Against Misinformation
Project requirements
Informative Website
Online store
Professional Social Media
Brand identity
What is farmers against misinformation?
Farmers against misinformation started off as a simple passion project for farmers to debunk the rumours surrounding farming practice. It now generates millions of views per month with farmers all around the world uniting within their Facebook page.
Cultivating the facts
The Project
With their social media generating this amount of traffic, Pixelhaze was approached to create a website and brand identity which made Farmers Against Misinformation (F.A.M) look like a credible, reliable news source. F.A.M needed to present the facts in a professional manor whilst remaining non-bias. The social media and website needed to look professional as if it were run by an organisation keeping it’s large following up to date with the rumours and ‘Fake News’ which is generated from ignorant individuals and debunking it.
Creating the brand was quite tricky for the design team as the project was quite close to home due to both designers (Ken & Elwyn) being farmers themselves. Both really wanted to do the brand justice and help support farmers. For the brand concept, we wanted to retain the tongue and cheek tone of voice that F.A.M had unknowingly created for themselves through their rise against fake news and their ignorant individuals who give farmers a bad name.
The website needed to be clear, consist and present the facts and articles to the users from the beginning. We used a clean blue and white colour scheme to calmly present the facts. The website was split up into a concise block format outlined the headline news, articles and the store. Each article’s author needed to remain anonymous due to animal activist groups locating and attacking members of the Facebook page. To prevent this, we created simplistic on brand emoji profiles which the F.A.M admins could use to sign off their posts & articles to remain anonymous:
The emojis gave the reader an idea of the farmer’s country, background & speciality, giving the post a unique personality and not giving away the author’s identity.
The social media platforms were intended for a more tongue and cheek approach whilst their website was remained entirely professional presenting the main headlines and facts.
The Chalkboard Brainstorm
The Brand
The Brand was achieved by creating a series of animal characters accompanied with farm related puns. We had a lot of issues trying to come up with a solid logo for F.A.M, going through many iterations through our chalkboard sketches before finally coming up with our slogan and logo ‘Cultivating Facts’.
The main logo had to be made up of three separate colour pallets due to farmers being particularly picky about their tractors. (New Holland are a fan favourite at Pixelhaze - Only Blue will do!).
The Store
As Farmers Against Misinformation is ran by passionate team of farmers in their spare time, we thought we could introduce a feature which allowed them to earn some money to help support their project. We introduced a Printiful store to the Squarepsace site where they could sell F.A.M merchandise. Profits made from these items would then go directly into the F.A.M team. View the full store here.
