Fawkner Food Bowls is a hyper-local community, non-profit organization supporting food security and community resilience in the north of Moreland. The organization was built 3 years ago at an old disused bowls club green, which was slowly transformed into a market-gar den-style urban farm. They are a diverse community with more than 50% of people speaking a language other than English. How to make the audience feel a sense of belonging, understand and join us?
We created a style guide for FFB. So that we can shape its overall image. We created a slogan for FFB: “Plant a seed grow happiness.” This slogan expresses to the audience: it is clear what we are doing (plant), and it also reflects that we are a happy community organization that can bring people Happiness. We made a banner for FFB. The banner can be placed on social media: Facebook, Instagram, etc. It has different sizes according to different media. The style of the banner is centered on the theme of the slogan, and further vividly displays the theme of FFB to the audience. For example: cooperation, multiculturalism, food safety. Similarly, we have also made models for placing the banners, such as billboards installed on the side of the road, at the entrance of Fawkner Food Bowls, at the station, etc. At the same time, we put banners on social media for promotion so that the audience can learn about Fawkner Food Bowls on multiple platforms and in multiple ways.
Based on the elements of the banner and style guide, we created a video ad for FFB. The video gives a general introduction to FFB, and at the same time we clarify what we are looking for: people who love gardening and looking for social cohesion. Our advantage is that we can learn the knowledge and skills of food farming and increase the sense of belonging. Then tell the audience that FFB will hold food sharing activities many times, and at the same time it can integrate into the community and build friendship.