Concept 1:
Target Audience: North St. Louis City Community Members and those nearby
Directed to through: Link on the Downtown-Marquette YMCA Website or it could fit as the standard intro for anyone entering the site.
Visual Approach: Sketchy line cartoon of the origins of the farm. Starts with a kinetic drawing (waving and subtle moving) of a city, maybe two tall buildings on either side of an empty lot, overgrown and littered. Frame by frame, the lot is transformed into the organic farm that it is today. Will star the co-founders in cartoon style (maybe matching their pictures on the members page). Text will emphasize their community-building mission and the importance of localism.
Concept 2:
Target Audience: Health Nuts
Directed to through: Links or banner ads on Health websites
Visual Approach: Same sketchy line animation as used in concept 1, this time with a dinner setting. Starts with an empty that is dish by dish filled with various vegetables. Text and arrows identify the food items as organic. Plate dissolves into a sketch of New Roots farm and the mission statement
Concept 3:
Target audience: Economic Downturn Victims
Directed to through: Banner Ads
Conceptual Approach: Support a local economy; pay less for produce; keep your family healthy for less
Visual Approach: Typography and images of children eating veggies
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