Working closely with Pretty-Soon® we built a brand identity rooted in the art institutes vision to create a deeper awareness and lasting appreciation of place and the natural environment, because humanity’s survival and continued growth fundamentally depends on it. The Farm seeks to bridge the divide between nature and culture through art, with that a system was built around a visual divider, ever present as a constant reminder of this goal. The extended identity drew from its Australiana heritage, using bold yet related type and colour.