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The Shed

Art direction

I joined a group of local thought leaders across farming, municipal, and advertising to create a new brand for the foodshed movement. The Shed is a task force that supports Boulder County’s initiative to increase awareness of our local "foodshed" – the ecosystem responsible for Colorado's delicious mix of fruit, vegetables, flora, and fauna. When people buy food from local producers at places like a farmers' market, the ecological impacts associated with shipping are reduced, and communities are sustained both financially and emotionally.



Along with developing a business strategy for the initiative, our group conducted a naming exploration before developing visuals and additional creative assets. The name "The Shed" gives the group the ability to develop a short and ownable form of "foodshed". We determined that a brand mark would need to be crisp and easily identifiable.



I designed an iconic and distinct logo for The Shed. The simple shape and clear legibility give the brand power to scale locally as well as nationally, as the concept of eating from your local foodshed gains popularity.

Michael made our project seem easy and we always feel like the most important client he has. His creativity and ability to meet our intent is first-rate. He’s a key asset in our branding strategy.

Creative direction: Michael Benjamin
Brand strategy: Fearless Unlimited
Graphic design: Monte Mitchell
Agency: Anthem Branding