Case Study: Eco Station | Growing the Bushwick community
Attracting more volunteers and donors to join the EcoStation community.
Challenge: Creating a community outreach strategy to bring more volunteers and donors on board.
Outcome: A new visual identity.
Contracted by EcoStation in fall 2015, our team worked with the organization by focusing on identifying potential opportunities within their local community for volunteers and support – as not only a garden, but an inclusive, community space.
EcoStation:NY is rooted in social and environmental justice and is inspired to explore the intersection of the two through local food and sustainable urban agriculture projects will educate, inspire, and empower. The organization was founded in 2009, growing 5 interrelated projects throughout Bushwick including Bushwick Farmers’ Market, the adult and youth programs of the Bushwick Campus Farm, the community run rooftop Farm-In-The-Sky, and collaborations with local organizations, specifically Make the Road NY (MRNY). These programs develop skills and opportunities for community members in urban farming, organizing markets, carpentry, event planning, grant writing, cooking, and more. More importantly though, they believe that bringing people together around food is a powerful and enduring way to connect communities to tackle racism, classicism, sexism, and homophobia.
To better educate and collaborate with the surrounding community, EcoStation:NY, a bushwick based non-profit, partnered with the Parsons School of Design to develop a community outreach strategy. Our team worked with the organization by focusing on identifying potential opportunities in tapping into their local community for volunteers and support as not only a garden, but an inclusive, community space.
Before developing an outreach strategy, our team went out into the field and interacted with the community. We volunteered at the community garden on the weekends, shopped at the local market, giving us the opportunity to talk to both the organization's staff and community members. Through these discussions, we unpacked EcoStation's mission, identifying three pillars: education, food and sustainability. We then looked at how each of these pillars added value to the organization and surrounding community through environmental, social and financial means.
Under this framework, we were able to build an outreach strategy that will coincide with their current infrastructure. Our team particularly focused on the social and environmental sectors of Eco Station:NY.
A large part of the strategy was to create a brand identity that was more consistent with the voice of EcoStation:NY and the community they served. We defined this voice as Hip, Fun, Inviting, Bold and Eco-Friendly. Rather than uprooting EcoStation's original branding, our team developed a cohesive brand identity that matched and refined the tone. We opted for this type of makeover as it is easier and inexpensive to implement. Utilizing this brand identity, our team developed artifacts to enhance the customer awareness and experience.