We were charged with creating an identity for Farmhouse, the innovation and new venture center of Leo Burnett USA. The identity needed to combine a fresh, modern aesthetic with a grounding in Leo’s look, feel and HumanKind values. As important, we needed an identity that exemplified the Farmhouse brand story: a modern metaphor for Mr. Burnett’s golden-age farmhouse in Northwest Illinois, where he’d take his top creative thinkers to solve some of his clients’ toughest problems.

We created a visual identity that speaks to Farmhouse’s existence: a modern, progressive proposition rooted in the feet-on-the-ground, midwest sensibility of Leo Burnett.

The imagery cues the farm metaphor. The infographics are approachable and friendly. Most important, our color palette and clean, simple look are direct descendants of the Leo Burnett HumanKind identity, which mirrors the Farmhouse belief that the best innovations are victories of emotional need and human story, rather than of simple technology or product feature.

The identity has been instituted across all channels and has been part of Farmhouse’s first 18 months of business success. lauded by the Leo Burnett Group, by Farmhouse’s clients and partners and by the design community. It has been featured in Chois Gallery Magazine, Identity Designed, Logo Lounge 9, It’s Nice That, Designer Daily, Under Consideration’s Brand New, and Design Work Life.