Build This Town Campaign for the Agriculture Park
Creative Direction • Brand Strategy • Integrated Campaign • Community Engagement • 2016
In 2016, the Columbia Parks & Recreation Coalition came to Hoot Design Co. with an ambitious goal: raise millions of dollars to build the state's first agriculture park. Bringing together agriculture professionals, small businesses, nonprofit organizers, and community partners, the effort needed more than a fundraising campaign. It needed a compelling shared vision that could inspire the broader community to get involved.
I helped shape that vision through the creative direction of Build This Town, developing a campaign identity and messaging designed to turn a complex community initiative into an accessible, energizing call to action. The campaign helped rally support for the project and contributed to the fundraising effort that ultimately brought Columbia's Agriculture Park to life.
Work created at Hoot Design Co.
Creating a name that brings people together
Initially, the coalition wanted to call themselves (and the campaign) Friends of the Farm. But that’s not a rallying cry—it’s just an abstract statement.
I saw an opportunity to give the campaign a more active, inclusive identity and proposed developing new, campaign-specific concepts. They chose my idea: Build This Town. It was a call to action that could inspire grassroots enthusiasm while also making a compelling case to major donors.
I was responsible for creating Build This Town’s complete brand identity, including their logo, color palette, typography, design assets, and image styling.
Build This Town’s final brand board.
Building a message around shared purpose
To accompany the campaign’s energizing name, Build This Town needed powerful, punchy brand messaging to get people on board. I created phrases to be used throughout campaign materials, including:
Brand messaging that galvanizes support.
• Our food. Our families. Our future.
• It’s time to build this town. Together.
• But Columbia can’t do it without you.
Making complex ideas accessible and actionable
The coalition brought deep expertise in agriculture, public health, education, and more. My role was to help translate that knowledge into accessible messaging that could resonate with different audiences and inspire action. I developed campaign copy, collaborated with subject-matter experts, and guided other copywriters in carrying the message across materials.
Written communication becomes more powerful when paired with powerful design. I was responsible for designing the sales sheets, brochures, and other campaign materials myself to bring the message to life.
Campaign materials that combine copy and design to make a splash.
Extending the campaign through digital engagement
Finally, Build This Town needed a website that spread awareness, represented their brand, and allowed anyone to donate online. I was responsible for copywriting, designing, and building the campaign’s website.
From campaign to community landmark
The Build This Town campaign helped raise nearly $4 million toward the creation of Columbia's Agriculture Park, turning a shared community vision into a year-round destination for agriculture, education, and gathering. The project remains a meaningful example of how creative strategy and collaborative storytelling can help move a community initiative from idea to reality.