A diverse, vibrant alliance growing our local food system
Two and a half years prior, we had worked with San Diego Food System Alliance (SDFSA) to shape design for their Food Vision 2030 initiative – a powerful community-led, community-designed roadmap for transforming our local food system in just under a decade. The partnership then led to our support on their organizational rebrand in 2024.
Since first working with them, SDFSA had evolved their organization to focus more on uplifting Alliance members. Through this internal realignment, they realized their initial visual identity was still more focused on the organization, and not reflective of the vibrant community and ecosystem that really is the center of all of their work.
So they came to Four Fin to help them express their metamorphosis in an authentic way.
What They Got
Custom Strategy Support
Brand Identity Design
Marketing Collateral
Social Media Templates, Covers, and Profiles
Cohesion and flexibility (placeholder)
We started with a brand strategy session to better understand how things had changed, and where challenges were during this transition. They had more services, more events, and a breadth of support due to the growth of the ecosystem and their work. Now they needed to have more cohesion, as well as flexibility to convey the variety of their Alliance’s members.
Ecosystems are inherently complex and interconnected, and are strengthened by diversity of engagement. But it can make it difficult to have a strong central brand and story that ties all the disparate, interdependent pieces together. We worked with their team to develop a bold, lush new visual identity that balanced both their central role in the ecosystem, while also speaking to its variety – much like a bountiful harvest of food.
They had also launched a Local Food Economy Lab since we had last worked with them, so we brought their new visual identity into that program to tie it together, and also tweaked the Food Vision 2030 logo for consistency as well.
Aligning Sub-Brand Identity for Consistency
Cultivating Change with SDFSA’s Leadership
We’re so excited for the new energy SDFSA is bringing to our county, and are inspired by Alliance members’ leadership on the ground. Together, they’re making the Vision more and more a reality every day. If it’s time for you to compost the old you, and grow something new, you know where to find us.
