Farm2city is a non-profit organization based in Oakland, CA. Their goal is to help mitigate the impact of food deserts, which are neighborhoods without affordable access to fresh food. As a part of their outreach, they required a new website design to better reflect their cause.
The new site was built on WordPress to make it easy to update without much technical knowledge on the client’s part. It was designed to allow dynamic content wherever possible.
The color palette was inspired by two things. First, the orange and green resemble vegetables, representing the fresh food absent from food deserts. Second, the dark gray and bright yellow were inspired by city life. The overall palette, then, is a fusion of farm life and city life, much like how farm2city aims to bring natural food to cities without it.