Case Study: Corbin Hill Farm
Corbin Hill Farm (CHF) is about food justice. Founded by social entrepreneur, Dennis Derryck, CHF began as a practical and innovative way to feed the entire South Bronx via an adapted Community Supported Agriculture (CSA) model. Their goal:
develop a sustainable approach that will not just feed these
communities but also to help them develop into healthy, economic
citizens...opening new markets and opportunities for our upstate
CHF is a
95-acre farm in Schoharie County (40 miles west of Albany).
It serves as a food distributor to city residents, schools, early
childhood centers, and food businesses. Bridging
residents from Harlem and the Bronx with farmers in upstate New York.
CHF partners closely with
community organizations rooted in those neighborhoods and over time has
built strong relationships with the multitude of stakeholders, including
Notsirk was challenged with the task of designing a website for a very diverse and multi-cultural audience that included residents, children, food activists, non-profits, investors, policy analysts, journalists, academics and more.
The primary purpose of the website was to provide an easy way for members to sign-up and manage their Farm Share accounts on a regular basis. In addition, the website needed to teach about and promote the Farm Share model to a larger audience. Features of the website included:
• Stronger visuals and communication
• Third party applications
• Social features
• Content Management System
• < 15-20 website pages
TeamSabrina Wilsensky (Project Manager)
Kriston Chen (Designer)
Yann Traboulsi (Developer)
Tusha Yakovleva (Writer)
Interviews with CHF customers aka shareholder, during a farm visit, revealed key problem areas of the previous website: unattractive, difficult navigation, too wordy and disorganized.
In response, Notsirk created a whole new visual system that included an initial branding (logo + logotype), to suit the immediate needs of CHF, along with a series of custom icons for navigation within the website.
With the help of the amazing folks at CHF, we identified their green produce crate as the strongest, most recognizable symbol for CHF. This was incorporated into the logo and became the face of CHF, both online and in the field.
An interesting solution that came out of this project was having to solve the difficulty of bridging the farmers with residents. Because of the long distance between the two groups, there is a tendency of feeling isolated and disconnected from each other. With this in mind, the simple and most elegant solution was to use Google Maps and a handy 'Email Farmer' form to break down physical barriers.
A key infographic was also designed by Notsirk to help CHF provide residents and future investors on the value and impact of CHF in the context of the current NYC food system.
Further engagement with community members was done through the use of popular social networking tools such as Facebook, Twitter, and blogging.