Organic, stamp-based art and earthy tones that evoke authenticity and a connection to simpler times.
The name Armistead acknowledges a revered ancestor of the Short family while capturing the essence of a ‘town’ (‘stead’)—reflecting both the farm’s heritage and its community-driven spirit.
Established in 1887, the Short family’s 200-acre farm on the outskirts of Franklin has been a symbol of agricultural tradition for generations. In 2023, the family embarked on an ambitious transformation of this heritage site into a mixed-use rural village. Conceived as an “agrihood,” this innovative development harmonizes working farms with land conservation, fostering a community centered around agricultural traditions and experiences.
Circa partnered with Craige Hoover, TPUDC, and the Short family to clarify and communicate the vision of the property. Taking cues from the family’s rich history and the development’s unique concept, our team worked to modernize the farm’s legacy through a name and identity that meets the demands of its next evolution.
A roundtable workshop aligned stakeholders around the core principles and goals of brand naming. This effort was followed by deep research into the family’s history and the farm’s legacy, along with a detailed study of word etymologies. The Short family selected ‘Armistead’ from the three name options presented by Circa. This choice acknowledges a revered ancestor of the Short family while capturing the essence of a ‘town’ (‘stead’)—reflecting both the farm’s heritage and its community-driven spirit.
From the visual direction options for Armistead, the Short family settled on designs that used organic, stamp-based art and earthy tones that evoke authenticity and a connection to simpler times. Nature-based iconography and textured patterns and backgrounds, brought the visual identity of Armistead to life for early-stage capital fundraising.
Equipped with a strong brand positioning and streamlined digital marketing systems, Armistead’s strategic development team was able to begin promotions to earn funder buy-in within the first week of launching. Seeing this dream come to life memorialized a hundred years of family history. The legacy of Armistead is now building excitement throughout the community, leading to capital growth for Armistead.
The Circa team discussed the branding elements with the Armistead team on their Sow & Tell podcast.