A Digital Library For Curious Consumers
U.S. Farmers and Ranchers Alliance (USFRA)
Food for Thought
The Origin and Impact of What We Eat
The U.S. Farmers and Ranchers Alliance (USFRA) represents organizations across virtually every aspect of agriculture, and it’s their mission to engage and educate consumers about how today’s food is produced.
The new website we designed to house their vast materials needed to engage all types of consumers, from activists looking for answers to specific questions, to more casual fact-finders eager to gain a better understanding of where the food on their family’s table comes from.
Establishing an Architectural Style
Inspired by magazine-style typography and layout, bold, whimsical headlines complement a clean, simple font that was chosen for long-form legibility. The overall layout follows a grid system to support our modern, minimalistic approach. Beautiful food photography is paired with each article to support the narrative throughout.
Search Made Smarter
Our dynamic search tool sparks dialogue by encouraging visitors to search for answers, rather than for keywords.
Learning to Speak the Language
Our interactive definition tool allows visitors to define unfamiliar terms without having to exit the article or experience.