International Certification Label for Responsible Farming

Responsibly Grown. Farmworker Assured.

Equitable Food Initiative

International Certification Label for Responsible Farming

How do you communicate a new farm certification covering improved working conditions, pesticide management, and food safety? We developed a seal to do just that.

Services

  • Market Research
  • Consumer Interviews
  • Messaging
  • Design
  • Consumer Testing
  • Brand Style Guide

EQUITABLE FOOD INITIATIVE

We bring together growers, farmworkers, retailers, and consumers to transform agriculture and improve the lives of farmworkers.

Researching the Marketplace

Do consumers care about farmworkers? Our process started with in-depth research to assess the marketplace and learn how consumers responded to food-certification seals. We also assessed the competition and studied the language and symbols that would best convey the values behind this seal.

In a crowded landscape of certifications, the seal had to be easily recognizable by consumers and clearly indicate the high standards for safety and working conditions that it represents.

Food Safety Labels
Farmworker Labels
Ecosystem Labels

Developing the Language

We worked with consortium members to determine the language we should use on the seal. We explored different ways to frame the message — around the farmworker, the EFI brand, and the key values of the certification. The goal was a seal that consumers could trust—a trustmark.

PROPOSED LANGUAGE

An EFI Certified Farm
Ethical Farm Certified
Meets Ethical Farm Standards
Meets EFI Responsible Farming Standards
A Responsible Stewardship Farm
Meets Responsible Farming Standards
Seal of Responsible Farming
Responsibly Grown. Farmworker Assured.

MESSAGE FRAMING 1: Farmworker Focus
  • Brings out the key point of difference of EFI — that the workers are involved in the monitoring process and that they are more concerned because of their better treatment and working conditions.
  • May not be as meaningful as a benefit to consumers.

SUGGESTED LANGUAGE

Farmworker Assured Produce
Empowered Worker Farm Culture

MESSAGE FRAMING 2: EFI as a Brand
  • Includes EFI on the label.
  • EFI will have to be given meaning in the marketplace, it does not yet convey status.

PROPOSED LANGUAGE

Meets EFI Standards
Meets EFI Responsible Farming Standards
An EFI Certified Farm EFI Certified Produce

MESSAGE FRAMING 3: Responsible
  • Indicates the attitude of EFI farms in terms of caring and active sense of accountability.

PROPOSED LANGUAGE

A Responsible Stewardship Farm
Meets Responsible Farming Standards
Seal of Responsible Farming
Certified Responsible Farm
Responsible to Workers, Environment, and Food Safety
Responsibly Grown. Farmworker Assured.

MESSAGE FRAMING 4: Ethical
  • A wider way of framing the issue.
  • Appeals to people’s sense of fairness and justice without being too specific.
  • Avoids the quality and safety issue.

PROPOSED LANGUAGE

Ethical Farm Certified
Meets Ethical Farm Standards

MESSAGE FRAMING 5: Standards
  • Highlights that the produce meets specific standards, measurable criteria that not all food sources attain.

PROPOSED LANGUAGE

Elevated Farm Standards

Designing the Seal

The selected message was: Responsibly Grown. Farmworker Assured. We designed different visual approaches to quickly communicate the concept. The designs had to be:

  • distinguished from other certification seals
  • clear when reproduced in small sizes
  • stand out on busy packaging
  • understood in different countries

Testing the Concepts

Several designs were chosen for consumer testing via surveys to the consortium’s members and the general public. People were asked to rate the designs based on various criteria. We also asked open-ended questions to elicit specific language, tone, and issues with various labels.

With insights from the survey, a final label design was selected and then refined, communicating a message about food safety and farm practices.

Market Research Chart 1
Market Research Chart 2
Market Research Chart 3

The Winning Seal

The seal that resonated most with consumers was the simplest one, with no image. The design was simplified and colored in a bright green to stand out on produce packages.

EFI Brand Standards

Ensuring Consistency in the Use of the Seal

We created a guide that specified how to use the seal on packaging, the language to describe the certification, the official terms to use, and talking points, so members around the world could easily talk about and use the certification.

The Seal in Use

48

certified farms in the U.S. Canada, Mexico, Guatemala, and Peru

60,000

farmworkers working on farms with EFI-trained leadership teams

$12 million

generated in worker bonuses

Raising Money to Fight Homelessness

LifeMoves

Raising Money to Solve Homelessness

Over the past several years, we have helped the largest organization addressing the homeless crisis in Silicon Valley to exceed its fundraising goals.

Services

  • Annual Fundraising Campaigns
  • Direct Mail
  • Personalization for 6 Audiences
  • Email Campaigns
  • Donation Landing Page
  • Social Media
  • Digital Assets

2020 Year-End Campaign

How do you approach tapped-out donors after you have just finished a campaign for pandemic relief? You bridge the gap between crisis and strength with a message about moving forward.

Our theme emphasized past successes while encouraging people to become a part of a better future. The brochure was designed using Action Design principles to engage donors — with individual tabs that encouraged recipients to explore the message.

Fundraising Direct Mail Package

Direct Mail

Customized versions of the letter and response card for six different audiences included personalization acknowledging last gift amounts and gift arrays in incremental multiples.

$2 million raised

in conjunction with major donor outreach.

Exceeded goal by $500k

Donation Page

2021 Year-End Campaign

For this campaign, the bar was raised — and we met it. Leveraging the successful launch of the new LifeMoves site, we created a campaign around the concept of scaling this success. This campaign also exceeded its goals.

Emails

The campaign consisted of a series of 6 emails describing the new plans and stories of people who were helped by the organization.

Social Media

We created a series of social media posts to elevate the CEO’s voice calling out the injustice of people living on the streets in Silicon Valley as an important component of this campaign.

Postcard

Postcards augmented the direct mail piece as a reminder to donors to support the campaign.

$2.4 million raised

in conjunction with major donor outreach.

The most ever for the organization.

FUNDRAISING

Research Institute Gets Independent Brand

Agriculture and Food Systems Institute

Agriculture & Food Systems Institute

Research Institute Gets Independent Brand

Helping a research institute establish independence and engage researchers with a new brand and website.

VISIT WEBSITE

Services

  • Brand & Website Analysis
  • Competitive Analysis
  • Stakeholder Interviews
  • Audience Needs Mapping
  • Brand Positioning & Messaging
  • Visual Identity Iconography
  • Brand Style Guide
  • Website User Experience
  • Website Copywriting
  • Website Design
  • Website Development
  • Registration System
  • E-learning Integration
  • Content Migration & Customization

Results

Increased Pages Per Session

6.56 v. 3.9

Increased Session Duration

6:43 mins. v. 3:10

Decreased Bounced Rate

24% v. 62%

Evolving the Organization

The Agriculture & Food Systems Institute separated from an international trade association. After adopting a new name, they approached us to craft the strategy that would help them stand on their own and set a foundation for growth.

Our extensive research uncovered valuable opportunities to:

  • Distinguish the organization with a new unified message.
  • Engage their audiences in new ways with a redesigned website.
  • Increase their funding potential by emphasizing their impact.
Advancing the Field for Good

Defining Their Message

Previously, AFSI’s message had focused on their work. Using the insight we uncovered from our discovery process, we crafted new messaging that focused on the positive impact they are having on the world.

AFSI Messaging

Creating a Unique Visual Identity

We designed a comprehensive visual identity system for AFSI including icons and custom graphics for their main program areas, databases, e-learning courses, and program maps. Combined with a palette of colors, angled rules, textures from nature, and ragged edges, AFSI now has a unique look that helps them stand out in the sector.

Developing an Engaging User Experience

We completely reinvented the homepage with a new navigation system to invite more users to discover content. The homepage introduces the new brand, making it easy to engage with the primary research areas, publications, and tools. It also promotes the e-learning courses and invites collaboration and participation.

Describing AFSI’s Areas of Research

To expand AFSI’s audience, we provided context for each program — a description of the issue, what AFSI is doing about it, and why that research is important.  Site visitors can learn about the relevant staff for that issue, see maps of the locations, a list of collaborators, and explore past successes and related publications.

Inviting Participation

​​We identified ways for stakeholders to engage with AFSI and created new sections to invite stakeholders to do so. A Looking Ahead section suggests future funding opportunities.

Creating Seamless Online Learning

Users now have a seamless online educational experience. We created an e-learning section that’s integrated with the third-party LearnDash system and completely customized for AFSI. A single login now allows users to access online courses and AFSI’s tools while providing AFSI with user tracking. A new sortable database of testimonials promotes e-learning.

Results

Increased Pages Per Session

6.56 v. 3.9

Increased Session Duration

6:43 mins. v. 3:10

Decreased Bounced Rate

24% v. 62%

“Congratulations to you Howard, and many thanks to you and the team! The site looks great and it was a real pleasure to work with you to bring this to fruition.”

Morven McLean
Executive Director, Agriculture & Food Systems Institute

COVID-19 Messaging Lessons

Health authorities have been telling people to social distance and wear masks. Not everyone is adhering to the recommendations. Let’s take a look at the problems, what could have been done differently — and what you can do to craft persuasive messages that get people to take action.

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It’s Time to Rethink Your Purpose

There’s a fundamental shift happening in society.  The challenges are larger than ever, and bigger, bolder solutions are needed to address them.  Nonprofits can rise to the challenge if they rethink their purpose.

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The New Nonprofit Normal

The pandemic has forced nonprofits to innovate, and those innovations may change the future of the sector. As a lesson for all nonprofits, here’s what’s happening in New York City.

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Revitalizing a National Disability Network

Disability:IN

DisabilityIN

Revitalizing a National Disability Network

A new name, message, and visual identity eliminate confusion and provide a rallying cry for disability inclusion.

Services

  • Brand Analysis
  • Competitive Analysis
  • Stakeholder Interviews
  • Brand Positioning
  • Organizational Messaging
  • Organizational Name
  • Program Names
  • Affiliate Naming & URL Structure
  • Visual Identity
  • Brand Style Guide
  • Brand Launch Strategy
  • Affiliate Brand Strategy
Disabiltity In Logo Annimation

Creating a New Organizational Name

The United States Business Leadership Network had difficulty conveying its mission of disability inclusion in workplaces and supply chains. This coalition of 160 corporations needed a name that anchored them around disability, but they were unsure whether to use that word. We conducted extensive research and led the organization through a thorough naming process. The resulting name, Disability:IN, represents Inclusion, Insight, Innovation, International to communicate all aspects of their mission.

OLD NAME & LOGO

USBLN

NEW NAME & LOGO

DisabilityIN Logo

Affiliate Naming System

The comprehensive branding effort included a naming structure with a URL system that would work for all 31 Affiliates. We developed a coordinated look that works for the various entities and a fresh new look to inform their online presence.

Affiliate Naming System

Developing New Program Names

The original program names were inconsistent and confusing. We developed new program names that were aligned with the parent name and each other.

DisabilityIN Program Names

Launching the Brand

A coordinated effort was used to launch the brand at their national conference. We created an inspiring video to galvanize people around the cause. The Affiliates attended a special session to introduce them to the brand and received a guide and templates to help them transition to the new brand. The new name was very well received by the conference attendees, corporate partners, and affiliates. 

Are You In?

The ”Are You In?” theme helps galvanize people around their mission of disability inclusion.

Brand Banner

The new Disability:IN brand lives nicely alongside corporate partner brands, not just in the nonprofit world.

Results

The revitalized brand represents Disability:IN’s mission and positions the organization to achieve its goal of global growth. The organization has improved its ability to engage its audiences including corporate partners, supply chain enterprises, and others. It has grown substantially in the two years since launching its new brand.

REVENUE

$4.8 million

From $3.3 million

CORPORATE PARTNERS

220

From 127

DISABILITY HIRES BY CORPORATE PARTNERS

80,000

From 20,000

Updating an Aging Organization

Advancing States

Advancing States

Updating an Aging Organization

What do you do with a cumbersome name? The National Association of States United for Aging and Disabilities needed a new name and visual identity. We delivered.

This membership organization of state aging and disability agencies was referred to as NASUAD, which was hindering their ability to communicate what they do. They approached Red Rooster Group with the challenge of developing a better name.

Services

  • Brand Analysis
  • Competitive Analysis
  • Stakeholder Interviews
  • Organizational Name
  • Program Names
  • Brand Style Guide
  • Brand Video

Crafting an Appropriate Name

We led the organization through a comprehensive exploration of names that met their criteria — a forward-thinking name that positioned them as the convenor and voice for state agencies, and short enough that it would be conducive to use without abbreviating.

We generated dozens of names — from full descriptive names to shorter, more evocative ones. We vetted the names for potential conflicts and helped their Brand Committee evaluate the choices. The resulting name, Advancing States, distinguishes them from the competition and positions them as leading the state aging and disability agencies.

The name needed to distinguish the organization from similar organizations.

Similar Organizations

Designing a Unified Visual Identity System

We designed a new logo for the organization with an emerging star and large AD for aging and disabilities. We unified the conference and program brands with a consistent visual look made from components of the star in the Advancing States logo.

Old-Logos
Advancing States Logo
HCBS Conference
HCBS Clearinghouse
MLTSS Institute Logo
IQ Online Learning Center
HCBS Business Acumen Center
Information & Referral Support Center

Brand Style Guide

Their Brand Style Guide helps this national nonprofit organization maintain consistency with its brand across marketing activities.