Distinct program colors, one recognizable brand Pasa Sustainable Agriculture
Service
Brand Refresh & In-House Visual Design
Role
Design Specialist
Year
2024
Five programs and a conference, each needing its own visual identity without pulling the brand apart. Six colors answer that need, each distinct, yet unified by a visual system rooted in patchwork. Inspired by satellite images of farm fields stitched together, patchwork carries a natural connection to sustainability and Pasa’s mission. A modern grid carries the concept, with a primary color palette that keeps the brand future-focused, not nostalgic.
Understanding
Understanding the Client & Project
Pasa is a nonprofit that supports sustainable farms and equitable food systems through farmer-driven education, research, and community.
Through five programs and a conference, Pasa supports a wide range of sustainable agriculture initiatives. As the in‑house design specialist, I led this brand refresh. It gives each program its own recognizable visual identity while maintaining a unified Pasa brand. It improves accessibility, readability, and web performance. It also brings the visual system closer to the organization’s values and its diverse farming practices.
Insight
Identifying Key Words for the Refresh Direction
Project meetings focused on identifying key words and the values the refreshed brand should embody.
Translating Key Words Into a Concept Sentence
I led the brand refresh meetings and drew their recurring words and themes into five core key words: Community, Friendly, Hopeful, Organic, Regenerative. A concept sentence built from these key words clarifies who Pasa is.
Clarifying Core Issues
Issue 1. The previous brand colors were inconsistent across digital and print media and did not meet accessibility standards.
Issue 2. The previous brand typefaces failed to effectively convey the brand’s personality and style.
Issue 3. Programs were not visually distinguishable, making them harder to identify and navigate.
Translation
Responding to Each Issue to Strengthen Brand Identity
Issue 1. The previous brand colors were inconsistent across digital and print media and did not meet accessibility standards.
Response
A new primary palette, built with the Pantone Matching System, replaces the previous colors with more saturated, accessible options that minimize the difference between print and digital. The palette includes light and dark greens to enhance contrast and improve usability across contexts.
Issue 2. The previous brand typefaces failed to effectively convey the brand’s personality and style.
Response
A serif typeface now brings warmth, humanity, and a conversational tone to the brand system, better reflecting Pasa’s friendly, sincere voice.
Issue 3. Programs were not visually distinguishable, making them harder to identify and navigate.
Response
Six secondary colors, one for each program and the conference, pair with stamped‐style program labels to help viewers match each color to its program.
Instead of forcing every program into one look, the patchwork system lets them stay distinct while feeling like one Pasa.
Issue 3+ (Resulting Need). The distinct program identities required a visual system to ensure consistent communication and alignment under the Pasa brand.
Response
I created a visual system inspired by patchwork, drawing from satellite images of farm fields that look stitched together like a quilt, symbolizing connection and collective effort. Since patchwork also represents sustainability, it provides a meaningful visual theme that aligns well with Pasa’s mission.
This visual system features a modern grid style to prevent a nostalgic or overly rustic feel, supporting a contemporary, future‐focused brand expression.
Accent graphics inspired by stitching and patchwork make the concept easier to recognize. They also bring energy and warmth to communications.
