Communication strategy for Wrocław's Urban Farm

Developing a visual and communication plan to engage the community, promote sustainable practices and establish Wrocław’s first urban farm as a model for social and environmental impact.

Role

Communication Design

Industry

Sustainable Agriculture

Duration

3 months

Stage 1. Research & Analysis

Conducted research on urban farming awareness, competitors, and audience insights through surveys, focus groups, and interviews.
Defined key challenges and opportunities using strategic design methods to shape an effective communication approach.
Developed user personas and analyzed successful urban farms to create a clear messaging framework and ensure a user-centered approach.

Stage 2. Strategy Development

Established communication goals and messaging pillars, ensuring clarity, authenticity, and marketing appeal.
Positioned the farm as Wrocław’s first urban farming initiative, highlighting its social and environmental impact.
Defined communication channels and visual identity, ensuring consistency across digital, print, and community engagement.

Stage 3. Visual & Content Design

Created a strong visual identity, including branding, social media, and print materials reflecting sustainability and collaboration.
Designed key communication assets, such as product labels, imagery and slogans to engage the audience.
Developed supporting elements, including tote bags, coloring pages for kids, a public mural and acknowledgments for partners and stakeholders.

Stage 1. Research & Analysis

Conducted research on urban farming awareness, competitors, and audience insights through surveys, focus groups, and interviews.
Defined key challenges and opportunities using strategic design methods to shape an effective communication approach.
Developed user personas and analyzed successful urban farms to create a clear messaging framework and ensure a user-centered approach.

Stage 2. Strategy Development

Established communication goals and messaging pillars, ensuring clarity, authenticity, and marketing appeal.
Positioned the farm as Wrocław’s first urban farming initiative, highlighting its social and environmental impact.
Defined communication channels and visual identity, ensuring consistency across digital, print, and community engagement.

Stage 3. Visual & Content Design

Created a strong visual identity, including branding, social media, and print materials reflecting sustainability and collaboration.
Designed key communication assets, such as product labels, imagery and slogans to engage the audience.
Developed supporting elements, including tote bags, coloring pages for kids, a public mural and acknowledgments for partners and stakeholders.

Stage 4. Implementation & Prototyping

Tested communication materials and branding, refining messaging based on feedback.
Developed engagement tools for community outreach, ensuring accessibility and clarity.
Finalized branding and content, preparing for launch across all platforms.

Stage 5. Presentation & Optimization

Presented the final strategy to stakeholders, ensuring alignment and long-term effectiveness.
Monitored audience engagement and gathered insights, refining the approach for impact and sustainability.

Reflections

This project was a great opportunity to create meaningful and impactful design that supports sustainability and community engagement. It challenged me to understand user needs, collaborate with diverse stakeholders and develop clear, effective communication. Through research and thoughtful design I saw how strong messaging can drive awareness, inspire action and create real positive change.