Although food is the catalyst for the work they do, the Rothman Family Institute for Food Studies aims to change the world by examining how food systems affect social justice, health, economic well-being, etc. This focus on community engagement heavily influenced the way we approached their brand design. Starting with a half-day workshop, we closely collaborated with the team, as well as Marcie H. Rothman (the Institute’s main donor), to distill the Institute’s values and mission. This gave us the foundation needed to build out messaging pillars and explore visual elements that could bring their story to life. Through this process, we crafted the tagline “Gather. Cultivate. Grow.”—a theme that applies to both food and community growth.

Because the Institute connects people from all disciplines, we wanted to broaden the visual language beyond food. After diving into inspiration from a range of unlikely sources (including vintage technical illustrations and modern-day cookbooks), we thought about the way we depict food in modern media, particularly online. To blend these themes, we used a soft, earthy color palette that celebrates the beauty of home-grown food, intermixed with candid people-centric imagery and the type of high-flash food photography we often see on social media. This approach easily translated to an explainer video and other assets for the launch. 

Now, with a unifying vision, clear messaging, and a new site and identity, the Institute can turn its mission into meaningful action for students, faculty, and the larger community.