This Week in Louisiana Agriculture

OVERVIEW

Rebrand the television program, This Week in Louisiana Agriculture (TWILA). This includes the logo, graphics package, print materials and website.

THE CHALLENGE

Gain a deeper understanding of the brand, its target audience, and its desired direction, and use this information to inform the design choices. I was recently hired into the graphic designer role, and I aim to learn about the company and the TWILA brand before attempting to rebrand.

My first major project in my new role at the Louisiana Farm Bureau Federation was to rebrand their television program, This Week in Louisiana Agriculture, or TWILA for short. When I applied for the Louisiana Farm Bureau graphic design job, I thought I was working for an insurance company. Little did I know, I was being hired for the non-profit that advocates for Louisiana agriculture. Not only did I have to learn the brand of the Louisiana Farm Bureau Federation, but learn as much as I possibly could about a television show I knew nothing about.

I worked on the show graphics every week, but also researched old stories and topics talked about on the show. The clients for this project were my boss, Public Relations director Mike Danna, and the TWILA executive producer, Avery Davidson.

THE SOLUTION

Working with Mike & Avery, we came to some mutual agreements about the color and type of logo. As shown above "This Week" was the emphasis over "Louisiana Agriculture" and we wanted to change that. Avery suggested just using 'TWILA', instead of the full name, and while Mike and I thought it was a great idea, it was not the final solution. Also, the colors were very muted and dull, so I wanted to brighten up the color palette. I did want to keep the logo some kind of green, because the show is revolved around agriculture. The original logo had a leaf coming out of the middle, and we wanted to keep that leaf.

When designing the logo, I was thinking of the most prominent place you'd see the logo -- on television. I was thinking how the logo would look in the bottom right corner as the bug and thinking how it would look on a title screen. I also had to think about how it would look on promotional items, like a t-shirt or a coffee cup.

So I created a primary and secondary logo. The primary logo featured the TWILA name with the leaf growing out of the 'I', with 'This Week In' turned on it's side and "Louisiana Agriculture" stacked on each other. They wanted to grow the reach of the audience further than the demographic already watching the show, and I thought it was still important to keep the full name as a part of the logo. The secondary features the TWILA mark with no text below it.