Farmer Mai: 4x Subscription Growth Through Authentic Brand Positioning
The Client
Mai Nguyen, known as Farmer Mai, is a humanistic problem solver working for climate and social justice through farming, actions, and advocacy. Despite meaningful work spanning education, farming, and activism, their messaging needed clarity —and their online presence didn't reflect the depth of their impact.
The Challenge
Farmer Mai needed to:
Clarify and connect multiple streams of work (farming, advocacy, media, education)
Establish a cohesive brand that honored their roots and artistic vision
Build infrastructure for future e-commerce for their CSA of locally-grown heirloom wheat
Showcase their media library and impact projects in an accessible way
The Strategy
I led project management and production strategy for Farmer Mai's rebrand, working with brand creative team at Atelier JKL:
Project Leadership: Managed cross-functional brand positioning project from strategy through launch
Brand Foundation: Distilled Mai's passions, purpose, and values into a clear positioning statement that unified their diverse work
Visual Identity: Developed a new logo and vibrant color palette that honored Mai's journey and artistic perspective
Content Architecture: Organized years of farming, advocacy, and media work into a clear, connected narrative
Technology Advisory: Advised on e-commerce solutions and established infrastructure for future online sales of heirloom wheat CSA subscriptions
Production Management: Coordinated development of new visual identity, logo, vibrant color palette, and website redesign that honored Mai's journey and artistic perspective
The Results
Demand & Growth
4x increase in CSA subscriptions year-over-year
Successfully unified farming, advocacy, and education work under one cohesive brand
Established e-commerce infrastructure ready for scaling
Digital Presence
Clear positioning that connects diverse work streams
Integrated media library showcasing years of impact
Original artwork bringing authentic, human element to brand
Brand Impact
Vibrant visual identity reflecting Mai's roots and values
Stronger connection with audience seeking transparent, values-driven food systems
“I love the results. I wouldn’t have been able to offer this quadrupling of last season’s [subscriptions] without your support.”
