Hillslide Orchards

Creative Brief Participants

Michael and David — May 2023

Overview 

What would you like us to do for you? What is the purpose and scope of the project (heighten credibility, expand services, sell 2000 widgets, etc.)? 

I want to update our functional but very outdated original farm logo. I want to honor my parents’ legacy by continuing the family farm name. However, I want a fresh image to show that our operation is modern, to reinspire the crew, show new leadership, and generally clean things up.

I want to take things into the 21st century. We don’t farm like we did in the 1970s anymore. We are globally competitive, and we compete with the big boys.

Our clients know we are improving quality and implementing efficient and modern practices. We raise lots of commodity crops. In the case of commodities, our farm image doesn’t matter because I never even see the buyer. Wheat is wheat.

Concord grape juice is not a commodity. Quality and high sugar yield are essential. Contracts go to farms that can raise those varieties at a quality level.

Smuckers built a two-billion-dollar plant in Grandview, near us. We see that as a huge opportunity. I now have 30 acres of grapes and new vineyards of 38 and 30 acres going into production. Putting a vineyard in takes a lot of money, but it will pay off.

Grass seed also has a quality standard difference. We can deliver 99% weed-free seed, which is better than our competition. The better our results, the more likely we will get the contract next year.

Because we farm in a small community, we like to give back to the community. We pay a good wage, and I work with the volunteer fire department (My father-in-law is the fire chief). The connections I make at the fire department have been financially helpful. Because of good relationships, I was able to buy a farm from a commissioner for under cost. DO NOT DISCLOSE: That farm was appraised at $1.3 million, and we got it for $836,000. I made more money in one day than in the previous five years.

My crew is very loyal, and we have a BIG family atmosphere. In fact, all my crew members are part of one family. They have drive and pride in their work. So we pay them more and give bigger bonuses. And we invest in better equipment to make their lives easier.

Projects include

  1. Logo — Three options

  2. Business Card

  3. Website

  4. Garments

  5. Barn Signs

  6. Entrance Signs

  7. No trespassing signs (with the manager’s number, office number, and location)

  8. Vehicle signs are unlikely

Creative Considerations 

What limitations or constraints do you have (budget, schedule, size, paper, etc.)? What elements or colors, or other personal preferences must be represented in this project? Where will additional materials that we do not create come from? (writing/photography/illustration etc.) What are examples of projects of this type you have seen that you think are effective? Can you please share some samples?

Michael likes the color of the red apple and green leaf, as seen in the original logo.

The new logo should be easy to read and legible at first glance. The original logo was for apples and doughnut peaches. Our biggest crops are grapes, followed by cherries, apples, and grass seed.

If possible, incorporate some elements from the original logo. Update and refresh.

Competition

What makes your business special among similar businesses? What's your value proposition? Who is your present competition? Who would you like to be competing with? What similar products or services are currently available, and how good are they? 

The key competition in our industry is the competition for land. As the old saying goes, they are not making any more land.

We are currently managing close to 700 acres. Michael owns 175 acres and leases 60 acres. In addition, Michael’s parents bring 600 acres to the mix.

Note: The acres do not add up. 175+60+600=835.

It’s interesting to note that small farms are becoming increasingly rare.

The little guy can never buy a piece of land when farms are too big. The little guys are pushed out when HUGE blocks of land are sold as a single block of land instead of 100 acres at a time.

Sometimes the only way for the small guys to get land is to buy run-down or difficult pieces.

Most Important Point (MIP) 

What are the top three (or more) ranked benefits of your product or service? If you could choose only one thing the audience remembers from your advertising, what would it be? 

  1. Family. Our family works together well. We are a strong team.

  2. Community involvement.

  3. Quality. We are good at some things. We are efficient and state-of-the-art in irrigation. We work on sustainability. We want to do solar panels and batteries so we are energy independent. We are four times more efficient with water and use half the electricity. We build for longevity. We make valve stations out of stainless steel, so they never need to be redone. We don’t use PVC or Steel.

  4. Diversity. Our farm is very diversified.

    MIP: Continuation of our quality family farm.

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