The Farm is a digital communication agency specialized in cultural institutions. Among their clients, we find galleries, museums, but also great historical monuments such as Notre-Dame de Paris and artists such as the architect Jean Nouvel. Engaged towards a communication based on simplicity and radicality, The Farm wanted to show these aspects of their work in their new identity.
To rebrand their agency, The Farm collaborated with Label Famille, an interdisciplinary group of creators, whose diversity seduces clients for wide-range projects. Studio des formes, part of the group, was in charge of the graphic design of The Farm and expressed their work philosophy through a simple yet aggressive design principle. The whole identity relies on the polarity between black and white, a polarity that we find again in the contrast between the two fonts that were paired for this project: the elegant inscriptional Kessler from Production Type and the impactful and black Fivo Sans designed by Alex Slobzheninov. This contrasting duo illustrates the motto of the agency: “A simple digital agency for a hard culture”. While Kessler can refer to more classical aspects of culture, and mark it as a patrimonial legacy, Fivo Sans brings it back into the contemporaneity of a digital communication world where one needs to claim one’s place in order to be visible. Besides, the use of simple geometric shapes to illustrate or punctuate different quotes or information to posts on social media is also a means to evoke clarity, the one that comes with rational representation but also, with a lighting that makes all contrasts harsher. To shed light to make something visible, and at the same time also, to not hide anything.