ANNIVERSARY SEAL
The New Yorker
Just as The New Yorker has chronicled a century of ideas, culture, and change, our work tells the evolving story of food—connecting culinary traditions and sustainability. Through design and communication, we bridge history and innovation, much like the timeless narratives that shape both literature and the way we eat. The mascot Eustace Tilley was created by the magazine’s first art editor Rea Irvin and modernized today by Christoph Niemann. We wanted Eustace as the focus supported by the Irvin typeface also designed by Rea. Its playful irregularities give it a whimsical elegance and its high contrast strokes adds to its editorial feel.
The Cold Spring Farmers’ Market
WEBSITE
Challenges Identified
Limited Site Traffic
Analytics revealed that most visits occurred only on the evenings before market days, with users primarily checking the vendor list.
Lack of Donation Transactions
The existing site saw zero contributions, despite offering a PayPal donation option. An insecure site connection was identified as a potential deterrent for donors.
Weak Visual Identity
An absence of strong visual and typographic elements contributed to the site’s inability to attract donors, highlight vendors effectively, or reflect the market’s unique principles and values.
Redesign Goals and Approach
Enhanced Content Strategy
Field Office focused on creating engaging and informative content, including:
Vendor Highlights
Profiles showcasing individual vendors to build interest and trust.
“Mark Your Calendars”
A feature to promote upcoming events and key dates.
“Cook the Market” Recipes
Seasonal recipes encouraging visitors to engage with the market’s offerings.
Donation Optimization
The new design prioritizes Friends and Sponsors Donation Pages, switching to a more user-friendly and secure Stripe payment platform.
The integration of custom illustrations adds a welcoming and approachable tone, aligning with the market’s community-driven ethos.
Professional Vendor Representation
The redesign underscores a “We look good, they look good” philosophy, aiming to present vendors professionally while attracting new participants.
A visually appealing and cohesive design reinforces the market’s principles, encouraging donors to align with its mission.