From the brand idea of Fertile Ground, an identity system bloomed. A grid system was inspired by farming paddocks, turning a fertile patch of land into a patchwork of life in the Valley. A suite of custom illustrations capture the different things growing across the region and a series of patterns weave the patchwork together—with each thread tracing the topography of the land. The voice of the valley stemmed from the same soil: a grounded nature, generous spirit and appreciation for the place they call home.