On Feirm Ground
Refreshing a vital wellbeing programme with a clearer, more trusted identity built for real-world use, not brand theatre.
Sector:
Type of Organisation:
Deliverables:
Health, agriculture & community support
Farmer wellbeing programme
Refreshed visual identity, logo system, PowerPoint template, one-page brand guide, rollout assets.
Timeline:
Collaboration:
2025
Men’s Development Network / OFG, nmcDesign
A more consistent and practical identity system that improved clarity, usability and trust across programme communications.
On Feirm Ground supports farmers’ mental health and wellbeing while equipping agricultural professionals with tools for meaningful conversations. The programme already had substance, credibility and social value. What it lacked was a clear and consistent visual system that could support that work across presentations, printed materials, screens and stakeholder communications.
This was not the place for a flashy rebrand, nor should it have been. The existing identity was doing too much, often inconsistently, and was not always working at the sizes and in the contexts required. The real challenge was to create something more coherent, trustworthy and practical without stripping away warmth or purpose. It needed to work from a social avatar to outdoor signage and feel approachable to the audiences it serves.
The project shifted from “make it look better” to “make it easier to trust and use”. That meant treating consistency as the north star. The identity had to feel direct, supportive and grounded in real-world farming contexts, while giving greater prominence to the phrase “Wellbeing for Farmers”. The programme’s purpose needed to be immediately legible.
The early work explored three clear routes. One focused on cleaning up the existing identity. Another introduced a softer, more caring typographic direction. A third pushed towards a bolder, more recognisable mark with stronger emphasis on growth and support. Throughout the process, we kept testing the same things: does it scale, does it feel trustworthy, and does it make sense in the places OFG actually shows up?
The final identity balances care with clarity. The icon was developed to symbolise shared ground, support and progress, drawing on ideas of connection, bridging gaps and quiet resilience. The phrase “Wellbeing for Farmers” was brought forward as a primary message rather than an afterthought. Colour, type and hierarchy were refined to create a system that feels more mature, usable and recognisable among peer organisations.
Beyond the core identity, the project included a PowerPoint template and a simple guide to help the team use the system consistently. This mattered. OFG communicates in practical, presentation-heavy, stakeholder-facing environments, so the identity needed to hold together in use, not just in theory. Every application was designed to make conversations clearer and more confident.
On Feirm Ground now has a more coherent and credible visual presence. The refreshed identity gives the programme stronger consistency across formats, better usability for the internal team and a clearer signal of trust for the people it supports. It does not shout. It does something far more useful: it communicates care, clarity and purpose without getting in its own way.
