Our approach focused on meeting the Harrisonburg Farmers’ Market audience where they already were both physically at the market and digitally on social media. Research showed that the market’s audience is predominantly female, highly active online, and more likely to attend events that offer interactive or hands-on experiences. Building on these insights, we created Globi Hunt: a lighthearted, scavenger-hunt-style activity centered around Globi, a friendly Earth-inspired character. By using the market’s existing color palette and brand identity, we ensured instant recognition and consistency, while Globi added warmth, personality, and approachability. The campaign blended physical touchpoints with digital promotion to create a cohesive, integrated experience throughout the month of April.
This was a group project completed in collaboration with Jamie Clingenpeel, Frances Sanderson, and Julia Kruger.
Creative Approach
February 2025
