Creating an Identity: Wabash Farmer's Market
An Honors Thesis (HONR 499)
By
Laura J. Merriman
Thesis Advisor
Ball State University Muncie, Indiana May 2013
Expected Date of Graduation May 2013 St, t cl/ Lind I :N.. J 1he.;u I-l> Zrf.,CJ Abstract
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For this project, I felt it was important to provide not-for-profit work to a cause I
truly care about. Improving the health and sense of community in my hometown
of Wabash, IN can be accomplished by promoting the ways in which the Wabash
Farmer's Market benefits the town nutritionally, socially, and economically.
Providing the market with an individual identity became the center of this thesis.
This will allow the Wabash Farmer's Market to be recognized more immediately
within the community and can extend its reach to surrounding counties. By
working with the members of Wabash Marketplace Inc., I was able to gain a
sense of their message as an organization and do my best to translate this
visually. I designed a series of visual elements that include: logo, letterhead,
business cards, advertisements, signage, a website, and a production booklet that
aim to increase awareness and attendance to one of Wabash's most healthy, fun,
and economically beneficial events.
1
Acknowledgements
I would like to thank Professor Sam Minor for his continued support throughout
my visual communication career at Ball State. He has gone beyond what many
professors would do to support my work and get me ready for life in the design
field outside of class. I truly appreciate all the effort he puts into my education
and the education of my peers.
I would like to thank Jason Callahan and Kellie Brace, members of Wabash
Marketplace, for collaborating with me and providing the support to implement
my ideas.
2
Author's Statement
The Wabash Farmer's Market is run by the overarching organization Wabash
Marketplace. In order to promote the farmer's market specifically, out of the
context of downtown promotion, I developed a logo and corresponding set of
advertising and communications media. In order to keep the brand consistent, I
chose a specific palette of fonts and colors to use throughout campaign
materials. As part of the project I wanted to create a headline typeface. The logo
for the Wabash Farmer's Market is hand drawn and I was able to pull from it to
create a set of capitals that could be used for the rest of the promotional
materials. My primary hand-created typeface works with the secondary serif
typeface Alegreya. Creating a contrast between serif and sans serif typography
made materials easier to read and made the importance of the hand drawn
aspect in the headline font stand out. Since my hand drawn typeface had a tall x­
height, I chose a serif with a shorter height to contrast as well.
Creating a specific logo was another major component of this project. I met with
members of the Wabash Marketplace to discuss the stylistic feel they wanted to
accomplish. With this feedback I was able to develop a modern, specific, and
organic style. Full color was used in the creation of icons to reflect the nature of
the market, with its wide variety of products and brightly hued produce. The fun
and happiness a rainbow of color provides can appeal to young and old alike.
Since customers of varying ages attend this event, it was important for media to
appeal across a range of ages. Focusing on the healthy aspect of the market lead
me to creating specific fruit and vegetable icons. The three colors of the logo
(green, orange, and black) were used more prominently in the design of
supporting pieces in order to keep the branding more concise and clear.
An additional element of striping was derived from the vendors' tent awnings.
This playful addition gave the brand a more hometown feel as opposed to big­
city campaigning. It was important for me to create an approachable brand that
spoke clearly and specifically to the average citizen of Wabash, IN. The vertical
3
stripes direct users toward content found in the letterhead and website design.
Both pieces contain larger amount of information so creating a directional focus
became important. The icon patterning used in the tote bag and business card
appeal to a younger audience. This aspect targets a younger audience to ensure
the continuation of the program for the future. The bright busy pattern also
keeps the brand fresh and new and is a fun graphic.
Wabash Farmer's Market wanted to create a slogan that sent out a specific and
direct message. Collaboration with Marketplace employees lead to the create of
the slogan "Buy Healthy. Buy Local." This keeps the message clear and direct
while promoting nutrition and the local economy. One of the main goals of the
Wabash Marketplace group is to generate a more healthy economy for local
businesses downtown. The Farmer's Market can attract people to the area and
generate interest in the downtown scene.
My goal for this project was to incorporate a variety of techniques I have learned
through my time in the Visual Communication program. With the branding and
campaign work for the Wabash Farmer's Market, I have experimented and refined
techniques in-typography creation and manipulation, illustration, book layout,
website design and photo manipulation. I was also able to gain skills in client
relations and communications.
4
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SINCERELY,
The Wabash Farmer's Marl<et Staff
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QIN WrALTUV. gIN LOCAL. Wabash Markerplace, Inc. is pleased ro continue programming me Wabash Farmers'
Market in downtown Wabash. Thousands of shoppers arrend the market each season.
The market officially opens the first Saturday in June from 9 a.m. ro 2 p.m. and
concludes me third Saturday in Ocrober. The marker is conveniendy located on the
corner of US Highway 13 in the Honeywell Center/Wabash Elk's Parking lot. Free
parking is available at the Honeywell Center along Carroll Street and the Elks Lodge
along Cass Srreer. Bikes are also encouraged ro ride and park ar me marker.
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The purpose ofthe WABASH FARMER'S MARKET is to provide a venue for area farmers, gardeners & artists to sell their fresh home grown fruits, vegetables, herbs, cut flowers, bedding plants, potted plants and arts and crafts to the public. Wabash Marketplace, Inc. administers this event. .t
The Wabash farmer's Market wants to encourage organic clean
living in aspects of every day life. The slogan "Buy Healthy. Buy
Local."was chosen to give customers a direct and simple message.
Buying at the farmer's market promotes healthy eating habits and
the local business of downtown wabash.
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THE MESSAGE
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The purpose ofthe WABASH FARMER'S MARKET is to provide a venue for area farmers, gardeners & artists to sell their fresh home grown fruits, vegetables, herbs, cut flowers, bedding plants, potted plants and arts and crafts to the public. Wabash Marketplace, Inc. administers this event. t
The Wabash Farmer's Market wants to encourage organic clean
living in aspects of every day life. The slogan "Buy Healthy. Buy
Local." was chosen to give customers a direct and simple message.
Buying at the farmer's market promotes healthy eating habits and
the local business of downtown Wabash.
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