Project Overview

The crew quietly helping farmers turn tired paddocks into thriving, resilient landscapes. 🌱

We’ve partnered with HMC to pull their story into shape, starting with a new visual identity and brand book that feels properly rooted in the Australian landscape, from the native grass emblem through to a palette pulled from forest floors, saltbush and paperbark.

From there we mapped their ideal members and customer journey, from the “worried about drought and costs” stage right through to confident advocates who are ready to share their results and influence policy. That work gave us clear personas to write for, plus a step-by-step view of what support farmers need at each stage.

To round it out, we created a plain-spoken tone of voice and social strategy that focuses on four key pillars: education, impact, community and credibility, so every post, email or resource feels like it is coming from that trusted “aunt in work boots”.

Ain’t nothing seedy about these seedlings.