ASSIGNMENT The Gardener’s Market had to move to a different location last Summer, due to “street improvement”, that is, widening a city street from two lanes to five. The newly widened street now blasts through what once was a wooded city park, precisely where the Market was located for many years. My assignment was to emphasize the new location and the words “Buy Local” as points that needed to be communicated in the poster.
APPROACH I decided instead of graphically representing the word “moving”, I would concentrate on creating a simple, bright, eye catching, complimentary color poster, keeping “Buy Local” prominently in the forefront. The cornerstone of the market is fresh, locally grown produce from farms and gardens in the area. Cache Valley is a small community, so the market is known to most people who live here, but as word spreads so does the distance that “out of the Valley” but still in-state people will travel to attend the market, and there is also a growing out-of-state tourist population who travel through Cache Valley in the summertime. The poster was designed with those "out of valley" populations in mind. I tried to instill the image of a freshly picked bushel of produce that had indeed been grown locally, emphasizing the core of this market: healthy, locally grown food. I used the font "Hamilton", to clearly state the new location in bold type and to give the poster a highly readable, credible and dependable look with just a touch of the feel of type found on fruit crate labels of the nineteen fifties. For the words "Buy Local" on the bushel basket, I used the font Kelly Twenty. With this font I attempted to create the look of silkscreened type on wood, a used basket from the farm or orchard with industrial stenciling, full of fresh local produce.
RESULTS People really liked the poster this year, and even though the market had moved, everybody found the new location with no problems. The director of the Market got many compliments on it. I heard numerous reports of the posters disappearing from the locations where they had been posted–that is always a mixed blessing to a poster designer.