Brand uplift and a new Shopify website to boost brand awareness and sales
In 2022, Ben and James, the horticulturalists behind Farm My School, approached Harvey with a plan to transform unused school ovals into productive market gardens. The goals were to teach students about regenerative agriculture, revitalise barren school grounds, and involve the community through events and affordable produce boxes. In September 2023, Harvey was brought on board to assist with strategic brand alignment, visual brand uplift, and an eCommerce website for Farm My School.
The Brief
Farm My School came to Harvey with a great idea: turn unused school spaces into bustling market gardens. They enlisted our help to align their brand, update their look, and build a fresh eCommerce website. The goal? Revamp their brand, create an engaging online presence, and kick off their produce box subscription.
The Solution
We progressed Farm My School's visual brand, making it pop with updated visuals and new styles. We then crafted a user-friendly Shopify website balancing messaging for funders and local families. We handled everything from content strategy to eCommerce setup and even trained the team to manage it themselves.
The Impact
When the website launched in January 2024, it hit the ground running! Within just a week, Farm My School exceeded their goal, selling 45 produce boxes instead of the planned 32. It’s been amazing to see their success and we’re excited to keep growing with them, both online and in their community gardens!
Highlights
Setting up for consistency through a visual brand uplift
We updated Farm My School’s visual brand to match their new phase, diving into their favourite shades of green and giving the pumpkin in their logo a bit more prominence. Knowing how powerful visuals can be, we made photography a key part of the brand, showcasing the team, their ambassadors (hey Costa from Gardening Australia!), and some great iconography. Once the brand was looking sharp, we designed the website using a paid Shopify theme to bring everything together seamlessly.
Tightening up the messaging and content
Balancing the site’s messaging was a key challenge. We needed to communicate the program to potential partners while also promoting the produce box subscriptions launching with the site. To do this, we divided the audience into funders/partners and local families/communities, tailoring messages for each group. We created a messaging hierarchy to guide user experience and developed a content wireframe to organise key pages. Alongside this, we planned a photography shoot with local photographers. Iterating based on feedback from the Farm My School team, we refined the messaging and content to ensure alignment with their goals and a user-friendly site.
eCommerce best practice and getting technical
We explored both Webflow and Shopify for Farm My School and chose Shopify for its scalability as they grow to new schools. We designed core styles, built all site pages, and managed the entire Shopify setup, from products and payments to taxes and legalities. We also configured Klaviyo, Okendo, Google Analytics, and Meta tracking. Plus, we trained the team to handle orders, update content, and manage product and delivery info. Turns out, they’re not just great in the garden — they’re pretty savvy with tech too!
