From the ground up

McHenry County College – Center for Agrarian Learning
Messaging, logo, print

CAL Center for Agrarian Learning logo and photo of veggies

The food economy has created career and business opportunities for people from a wide range of backgrounds and interests. The local food movement has been one of the fastest-growing segments of the farming business, as consumers seek to know more about where, how, and by whom their food is grown. Located in the rural landscape northwest of Chicago, McHenry County College had a long history of proactive service to its region and was ready to capitalize on this growing sector. They partnered with us to promote the new Center for Agrarian Learning (CAL) and corresponding degree program. Our messaging and materials helped articulate the need for a hub that teaches, engages, and inspires entrepreneurs, and shares the latest growing and business practices for sustainable, productive, and profitable farming.

Project components

  • Brochure
  • Messaging
CAL Center for Agrarian learning vertital logo
CAL Center for Agrarian learning horizontal logo
leaf shape graphic with photo of man gardening
leaf shape graphic
leaf shape graphic
leaf shape graphic with photo of woman cooking

Core message

Food is central to our well-being, our environment, and our sense of community. Food is also serious business. The food economy—the growing, distribution, and marketing of food—is changing constantly, offering anyone with an eye to the future more opportunities to build a rewarding professional life. McHenry County College has launched the new Center for Agrarian Learning (CAL) and a one-of-a-kind degree program in Entrepreneurial Agriculture to teach, engage, and inspire students and our community to seek new solutions in all aspects of the food economy—bringing people together around growing and selling locally, improving our stewardship of the planet, and making a real difference in the world.

Cover of brochure with leaf-shaped flap
man slicing tomatoes and leaf graphic w bees and honeycomb
3 generations of farmers
woman shopping for produce