Harlem Grown is an independent, non-profit organization in the heart of New York whose mission is to inspire youth to lead healthy and ambitious lives through mentorship and hands-on education in urban farming, sustainability, and nutrition. Founded in 2011, Harlem Grown operates thriving local urban farms, increasing access to and knowledge of healthy food for the Harlem community. By providing garden-based development programs to Harlem youth, Harlem Grown seeks to start healthy habits young, create sustainble change, and advocate for food justice in the community.
The approach for the rebrand was to create an empowering, youthful identity that mirrors the rich cultural history of Harlem. The goal was to convey a sense of strength and grace. The brand was inspired by Massimo Vignelli’s New York City Subway maps, city intersections, growth, and the bright colors of swiss chard. Simple shapes are used to create kid-friendly brand elements such as seeds, sprouts, and pathways that serve as representation of the work Harlem Grown is doing to help kids grow in and outside the garden.
GRAPHIS NEW TALENT ANNUAL | Branding Silver Award Winner Spring 2019