Visual Marketing: 99 Proven Ways for Small Businesses to Market with Images and Design

47. Sustaining Good Design: Creating an Intentionally Retro Look Emphasizes Underlying Values

In 2008, the slow food movement was just beginning, and San Francisco was the epicenter of the development. The slow food movement emphasizes quality ingredients, often from local suppliers, and traditional healthiness of food, versus just eating quickly. The Slow Food Nation decided to host a three-day event in the city to celebrate and educate people about the slow food movement. The nonprofit retained Albertson Design to create a complete brand identity, website, advertising, print collateral, and signage for the event. According to David Albertson of Albertson Design, the event was designed to “raise awareness, experience new tastes, and celebrate local small-production food purveyors.” He wanted a design that would reflect that goal.

The result was a cohesive, retro look across all channels. Silhouettes of farmers and farm animals graced the brochures, tickets, and the website. The result was a feeling of community, of caring for this one-of-a-kind event.

Why It Works

Each piece of the project is art, in and of itself. “The general design approach was to be exuberant, not earnest,” says Albertson. The design is one that won't end up in the trash can after the event, but framed and remembered. ...