Market Match | Jan 16, 2024

Market Match

My team and I created a digital interactive campaign for the Harrisonburg Farmers Market to spread love for the month of February.

Real-life implementation.

This project gave us the unique opportunity to create work that was implemented in real life. The marketing director for the Harrisonburg Farmers Market visited our class as a client, shared the market’s needs, and challenged us to develop creative solutions. After the project was completed, many of our ideas were adopted and put into action by the market.

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My contribution?

As Art Director, I led the visual direction for our project. My specialty area was creating design elements and ensuring a cohesive aesthetic across all deliverables. While I focused heavily on the visuals, our team collaborated closely at every stage, from concept development to final execution. It was an incredible experience to work alongside such a creative and supportive group, and I feel fortunate to have been part of a truly collaborative effort.

How it works.

Phase 1: Interactive digital quiz

Phase 2: Weekly MarketMatch profiles with reminder posts linking to quiz highlights to boost engagement

Phase 3: On-Site activation, where you show your quiz result at the matched vendor → receive a token → enter the raffle for a gift card

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The Creative Process.

Design is never a straight line, so you have to learn to love the process. Every creator has a unique journey. Here’s a glimpse into mine!

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Brainstorming

We started by throwing out all the ways to make the Harrisonburg Farmers Market Valentine's Day-themed, with the first things that popped into our heads. The big idea was that Love can be found at the Harrisonburg Farmer's Market!

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Target Audience

Harrisonburg community members aged 21–27, primarily young adults and college students.

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Research

Studied farmers' market demographics and engagement trends.

Identified barriers: people often forget market dates and need digital reminders.

Analyzed audience preferences: Instagram for younger users, Facebook for older users.

Discovered that shoppers value authenticity, high-quality goods, and community connection.

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Insights

People forget → digital reminders are essential.

Gamification and storytelling increase engagement.

Love and connection resonate strongly during February.

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Creative Approach

The campaign was named MarketMatch with the hashtag #LoveLocal. Our approach was similar to that of a dating profile experience. We used the market’s colors and fonts for brand consistency while adding playful graphics and photography to create a warm, inviting tone.

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Visuals

Sketching: Created layouts for Instagram posts, stories, and interactive elements.
Image Selection: Used vibrant produce photography and custom graphics to highlight freshness and community.
Graphics: Designed flowing shapes and heart motifs to reinforce the Valentine’s theme.
Typography & Color: Incorporated the market’s branding with their friendly fonts and color palette.

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Feedback and Changes

After the first draft, we had a class critique session. One challenge identified was that hosting the quiz on Facebook would not integrate with Instagram. This prompted additional research and adjustments to ensure the quiz could be accessible on both platforms simultaneously.

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Working in a team.

I couldn't have done it alone! I had the pleasure of working on a team for this project, where each of us took on a specific role, but all worked together to ensure a successful campaign.

Art Director - Lexy Farinelli (Me!)

Account Planner - Mackenzie Cunnane

Copywriter - Anna Gabe