A communication campaign that gives voice to farmworkers at the same time it empowers them to fight for their rights. Named Esencial (Essential in Spanish) in honor of the hard working people who bring food in our tables. At the same time the name advocates for their work rights because even though they are essential workers they still lack basic essential work rights such as fair pay and healthy working conditions.
Challenge
Create a consistent message identity that conveys the idea that farmworkers deserve better working conditions through engaging yet simple designs. Its purpose is to raise awareness about the challenges that farmworkers face as well as empower farmworkers to claim their work rights.
Typography and color
For this project I've chosen a single sans serif font that builds that sense of trust thanks to its clean and minimalistic appearance. Also, its variations in weights allowed me to add emphasis where needed to get the message across easily. There are two main colors that strengthen the campaign's tone which are yellow and red. They represent the farm workers' hope and courage. Also, being primary colors goes with the idea that farm workers are essential workers like red and yellow are essential to creating other colors.
Approach
A set of billboards, social media posts, and posters that give voice to the challenges that face farmworkers. Also, the design of powerful symbols and illustrations that represent the farmworkers' fight which are used in merchandise such as t-shirts, bucket hats, and tote bags. The strong typography and color palette is carried throughout all assets which makes it memorable.
