Capital Farm Credit is Texas's largest agricultural lending cooperative, serving farmers, ranchers, and rural communities for over 100 years. With the 2023 campaign, Here for You, we aimed to showcase the company's commitment to supporting rural communities and empowering farmers and ranchers to achieve their financial goals.
Intentional Design Elements
We created an expanded color palette with the addition of some softer, natural colors to highlight the photography and beautiful Texas scenery. We simplified the use of the brand elements and added a human, personalized element with a handwritten font to evoke trust and warmth.
Capturing Authentic Stories
We staged photoshoots in three different Texas cities (Lubbock, Hondo, and Bryan) with real farmers and ranchers to capture cinematic images of the big skies and wide-open spaces that make Texas one of a kind. Talent was chosen from the existing customer pool to retain a sense of authenticity.
Team
Art Director - Jessica Cervantez
Photography - Sara Rubinstein
