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Armistead

About

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. The development team hired by the family approached Circa for help developing a brand identity that clarified the vision for the property and could draw audiences who shared their love for sustainable land practices.

Objective

Clarify the vision of the property for current and future stakeholders through a distinct brand, name, and identity.
Read More
Art Direction · Brand Guide · Brand Messaging · Brand Positioning · Brand Workshop · Copywriting · Design · Graphic Design · Iconography · Logo Design · Product/Company Naming · Stewardship · Strategy
Armistead logo brand on top of a green paper background
Photo collage of generations of the Short Family
Animation of stamps created by organic materials
Slice of potato being used as a stamp for organic design elements

Organic, stamp-based art 
and earthy tones that evoke authenticity and a connection 
to simpler times.

Stamp logo iterations on a white paper with organic shadows above
Armistead logo identities showing variations of the logo and logo icon

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.

Brand Identity Guidelines cover page on top of a collage of all guideline pages
Color palette for Armistead
Font systems for Armistead using the fonts P22 Mackinac and Mulish
Collage of illustrative elements for the Armistead brand
Collage of products branded for Armistead
Collage showing two people hugging and a tote bag branded for Armistead

Return on Creative

100%

Within budget.

3

Month turnaround.

100%

Family buy-in on name & brand visuals.

1

ready-to-launch campaign, just in time for capital fundraising.

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Work with Circa

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 modernized the farm’s legacy through a name and identity that meets the demands of its next evolution.

First, Circa hosted a roundtable workshop to align stakeholders on 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. Through this process, Circa identified ‘Armistead’ as the ideal name. This choice artfully 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.

After Circa presented visual directions 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.