About the project

Fundación Huerta Niño is a non-profit organization that has been working to alleviate malnutrition in communities in Argentina for over 25 years . They achieve this by building gardens in collaboration with schools and families in rural - urban areas.

Among their goals is ensuring that more people have access to healthy and diverse food through gardening. They encourage the creation of agroecological gardens, promoting healthier food production.

360º

3

General objetives

Integrated Project

A comprehensive 360 proposal was developed. The website, social media, and printed materials were redesigned, all while taking into account the project's financial limitations.

Huerta Niño

Branding / Design

Proposal

The goal was to connect four key areas and pillars (sowing, educating, supporting, and impacting) through clear and cohesive communications that resonate across the entire organization.

General objectives

We focus on 3 key goals to solve these challenges:

IDENTITY SYSTEM
To create a unified and recognizable visual identity system that reflects the operational and institutional strength achieved through:
-Streamlined internal processes.
-Strategic partnership development.

BRAND MARK
To redesign the brand mark, addressing:
-Visual Modernization: Outdated aesthetics compared to peer organizations.
-Inclusive Language: Re-evaluating the gendered term "Niño" (male-default) in line with current discussions about inclusive branding.

COMMUNICATION STRATEGY
To develop an integrated communication strategy that:
-Amplifies community-generated content from project regions.
-Optimizes the foundation’s digital channels.
-Crafts a clear, logical narrative to promote the foundation’s mission and goals, engage target audiences with accessible, structured messaging, drive participation in programs and workshops.

02.

01.

03.

Core idea

Sow ⭢ Educate ⭢ Support ⭢ Transform ⭢

"Growing the future together"

A collective sowing seeds of food sovereignty across the nation.

We are:
-A grassroots network working daily to cultivate food sovereignty in every corner of the country.
-A learning community where children lead the way—reconnecting with the land and sustainably growing agroecological food.
-An endless cycle of harvest, renewal, and collective resilience.

Foundational principles of the project

EQUITY
-Avoid traditional gender-coded color palettes (e.g., blue/pink).
-Avoid masculine generic language (use gender-inclusive terms).
-Feature photographs of girls and boys in equal proportion.

FEASIBILITY
-Proposals must be realistic and actionable, given the foundation’s limited financial resources.
-All ideas should prioritize cost-effectiveness without compromising core objectives.

CLARITY
-Use clear, simple language accessible to diverse audiences.
-Maintain a cohesive visual identity across all materials to ensure brand consistency.

Brand icon system

01. Sow

Connected to:
Workshops & Courses on Planting.
Planting Resources (Calendar, Seed Kit, Beginner’s Guide)

Translated into action:
Workshop Invitations.
Garden Tips & Tricks.

02. Educate

Connected to:
School Garden Program.
Family Garden Initiative.
Compost Education.

Translated into action:
Nationwide Progress in school & family garden projects.

03. Support

Connected to:
Demonstration Garden Program.
Corporate Volunteering.
Donors & Strategic Allies.

Translated into action:
Monthly Donor Invitations.
New Partnerships.
Volunteer Activities.
Updates from the Demo Garden.

04. Impact

Connected to:
Awards & Recognition. Campaigns.
Key Achievements.

Translated into action:
Awareness Campaigns (for efemérides).
Awards & Honors.
Impact Metrics (Data-driven results)

Redesign

Fonts, colors and icons

Logotype

Social media

Demonstrate impact to drive support: Showcase tangible community benefits to inspire follower donations/sponsorships.

Highlight nationwide educational efforts: Feature the work of school gardens and educational communities across the country.

Maintain real-Time updates: Keep followers informed of daily foundation activities through dynamic, timely content.

Encourage Action & Participation: Create resources to inspire at-home garden projects, while driving workshop sign-ups.

Public space fundraising campaign

A dual-purpose initiative to:
-Raise awareness of the foundation’s work
-Secure individual donors to fund our programs

By engaging people in public spaces, we make our mission visible while inviting direct community investment.

Web

The website underwent a full redesign in line with the new branding."

Seed Paper Business Cards

Designed as first-contact tools for individuals, institutions, and potential partners, these plantable cards embody our core concept from the outset. By transforming into greenery, they physically reinforce the "sowing" metaphor of our central idea.

Specific objectives

Develop a communication strategy: Align all messaging with the core concept ("Growing the Future Together"), while prioritizing and categorizing the foundation’s diverse activities.

Increase visibility & share targeted content: Raise awareness of the foundation’s work without diluting focus—ensuring horticultural content supports (rather than overshadows) mission-driven storytelling.

Strengthen community engagement: Leverage partnerships’ social networks to amplify reach, foster interaction, and grow user engagement (cross-cutting across all content lines).