Objective To unify and modernize the overarching brand identity for the Pacific Coast Farmers’ Market Association and its expansive network of regional markets. The goal was to transition the organization toward a cohesive and highly data-driven customer experience.

Strategy & Execution Starting out as Lead Designer and eventually moving into the Assistant Director of Marketing role, I spearheaded a ground-up organizational rebrand. To manage the immense scale of supporting over fifty unique weekly markets, I developed a comprehensive Marketing and Operational Collateral Guide. This foundational system established strict brand architecture, seasonal visual languages, and scalable layout anatomy. It allowed our integrated marketing team to produce high-volume assets quickly while keeping the brand completely intact.

Deliverables & Impact This multi-year initiative completely overhauled PCFMA's physical and digital footprint. The strategic rollout included:

• Physical & Environmental: Corporate facility signage, commercial fleet vehicle wraps, high-visibility transit and billboard advertising, as well as standardized on-site operational market signage.

• Digital Ecosystem: A complete UI/UX refresh of the primary web platform, localized digital market mapping, and synchronized social media and email marketing channels.

• Operational Alignment: Internal training and deployment of brand systems to streamline cross-departmental workflows. This ultimately resulted in a unified, community-focused brand presence that actively drives measurable market engagement.