The 2018 Farm Bill required a robust, strategic and creative communications strategy, one that I had a key role in producing and executing. As part of the campaign, I developed a new logo and branding for all Farm Bill materials. I was responsible for copywriting and editing compelling messaging that was showcased through various channels including print, digital and social. I produced numerous print documents, talking points, over 60 short videos, a multitude of graphics and a landing page—all underscoring importance of the 2018 Farm Bill. Through creating these various products, I became well accustomed to maintaining a consistent voice and tone across different avenues, utilizing my understanding of digital analytics to showcase content appropriately. Through this process, I honed my creativity and organization, as well as my great eye for detail and hard-working mindset.
2018 Farm Bill
2018 Farm Bill Logos
Banner Logo
As part of the 2018 Farm Bill campaign, I developed the above logo to exemplify the different aspects the Farm Bill encompasses. The Farm Bill touches everything from farm and conservation programs to the Supplemental Nutrition Assistance Program (SNAP). With not one issue being more important than the other, it was essential all major topics were represented in the logo. The logo includes a tractor to represent farming and innovation, a wheat stalk to represent the various commodity programs, an apple to represent the nutrition programs and a tree to represent the conservation programs.
Short-Form Logo
The above logo was used for projects that required a smaller version of the logo like graphics to help eliminate unnecessary verbiage. By breaking down the logo into this version, we were able to use it in a more versatile way.
Conference Report Logo
The Farm Bill is unique in the aspect that the final version is a conference report. Being as we worked for months to promote the House version of the bill, once the legislation moved to the conference committee stage where the House and Senate were negotiating on what would be included in the final bill text, we wanted to separate the conference report from the House bill in terms of branding. I created this logo to distinguish the conference report from H.R. 2, the House bill.
Farm Bill Landing Page
The Farm Bill required a full campaign complete with a logo, style guide, graphics, a landing page and more.
To help elevate the 2018 Farm Bill, I designed this landing page to share regular news updates and promotional content. It has been updated since my departure from the committee, but the layout and design has remained.
I researched various website layouts before landing on this design complete with a video banner, pop-out videos and show-and-expand copy. It incorporated the Farm Bill logo and style guide and featured the Members of Congress in action.
We worked with Fireside to have the page developed. It was the first design of its kind for them. After we finalized the page, they came back and asked me if they could shop this template around to other offices on the Hill. After that, many offices began to incorporate this design.
View the landing page here.
Farm Bill Passage: 'It's a Big Deal for Rural America'
Videos became a huge priority throughout the Farm Bill campaign. I developed this video for release following the final passage of the bill. It marked Chairman Conaway's accomplishment as chairman and highlighted key successes in the final bill.
Since this was the last video of the Farm Bill campaign, it included the conference report branding instead of the House branding. We did this in order to help distinguish it from the many months we put forth branding the House bill, and we noted its difference with a new logo, which can be viewed at the end of the video. This video is a part of the Advocating the Farm Bill video series, which highlights the work behind the important policy initiatives and why the bill should be passed. All videos included in this series can be viewed on YouTube.
"House Agriculture Committee Chairman Mike Conaway (TX-11) applauds the passage of the 2018 Farm Bill conference report, securing a big win for farmers, ranchers and rural America."
#FarmBillFriday: Chairman Conaway
To grow the Farm Bill’s awareness among Republican Members of Congress, we began a #FarmBillFriday video series. In these videos, Members would send us footage they personally shot to highlight important policy measures and why the bill should be passed. I would then take their footage, clean it up as best I could and then add it to a branded template. This member services tactic was widely popular and aided in the overall success of the bill.
The #FarmBillFriday videos that featured Chairman Conaway were handled differently. We shot all of the footage ourselves, and then I would edit it into a final, more-refined package.
The Farm Bill was set to expire on September 30, 2018. It was always a goal to have the final bill done and to the president before that expiration date. Negotiations at this point were taking longer than desired, and we wanted America's farmers, ranchers and SNAP recipients to know Chairman Conaway was dedicated to seeing it finalized quickly.
In this #FarmBillFriday video, Chairman Conaway walks the viewer through why the Farm Bill has not been sent to the president's desk and the various elements inhibiting its finalization. The entire #FarmBillFriday video series can be viewed on YouTube.
"Ahead of the September 30th Farm Bill deadline, this week's #FarmBillFriday highlights House Agriculture Committee Chairman Mike Conaway’s frustration that he and his colleagues will be unable to get a bill done on time and underscores his commitment to completing a farm bill before the end of the year that provides a strong safety net for farmers, ranchers and consumers."
Farm Bill: It's Time to Stand with Rural America and SNAP Recipients
This video was released just before the House vote on the Farm Bill. Leading up to the vote and up against critics saying the SNAP provisions were too much, too fast, too soon, I wanted to have a video that called for action.
Members needed to vote in favor of the Farm Bill in order to help farmers and ranchers who were up against one of the biggest downfalls the agriculture economy had seen since the Great Depression and to provide able-bodied, work-capable SNAP recipients the opportunity to lift themselves out of poverty.
This is a recap video that focuses on the work put into the 2018 Farm Bill and why all Members of Congress should support it. This video is a part of the Advocating the Farm Bill video series, which highlights the work behind the important policy initiatives and why the bill should be passed. All videos included in this series can be viewed on YouTube.
Farm Bill: Food Security is National Security
Food security plays a key role in national security. It was a large priority of Chairman Conaway's to educate people about that connection. This video was made with that objective in mind. It informs the viewer how essential food security is to national health and the ways the Farm Bill helps maintain that security.
This video is a part of the Advocating the Farm Bill video series, which highlights the work behind the important policy initiatives and why the bill should be passed. All videos included in this series can be viewed on YouTube.
"President Richard Myers, Kansas State University, Gen. (Ret.) U.S. Air Force, Former Chairman Joint Chiefs of Staff joins Chairman Conaway to highlight the impact food security has on national security."
Farm Bill: The Crop Insurance System is Working
Crop insurance is one of the policy measures in the Farm Bill that industry groups and farmers are most passionate about. Critics of crop insurance wanted to make changes that would limit access to America's farmers and cause the program to collapse. It was imperative we highlighted comments directly from farmers who advocated for the program's continuation. These comments were collected during the six listening sessions held across the country months before the Farm Bill was released.
This video is a part of the Advocating the Farm Bill video series, which highlights the work behind the important policy initiatives and why the bill should be passed. All videos included in this series can be viewed on YouTube.
"Crop insurance is working. Take it from the farmers and ranchers who use crop insurance to manage the risks of modern agriculture. But cuts to the program in the form of subsidy caps, Adjusted Gross Income (AGI) means testing and the elimination of the harvest price option will kill the crop insurance program. Help us preserve this critical component of the farm safety net and oppose changes to crop insurance."
House Ag Farm Bill Conferee Highlight: Rep. Mike Rogers (AL-03)
After the House had past their version of the Farm Bill and the Senate had done it same, it was time to form the conference committee. The conference committee consisted of Congressional Members from both the House and Senate who discussed merging the two versions into one final Farm Bill conference report that would be voted on and sent to the president to be signed into law.
We decided it would be great to highlight all of the House's selected Farm Bill conferees in a video series. As part of a member services effort, this video series highlighted House Members who were selected to serve on the conference committee to negotiate the final details of the 2018 Farm Bill.
All videos included in this series can be viewed on YouTube as part of the Advocating the Farm Bill playlist.
"House Ag Farm Bill Conferee, Rep. Mike Rogers (AL-03) discusses the risks associated with farming and how important it is to get a farm bill passed on time to provide much-needed certainty to America's farmers and ranchers."
The Farm Bill required a full campaign complete with a logo, style guide, graphics, a landing page and more. This graphic was designed to show how the Farm Bill would strengthen the safety net for America's farmers and ranchers. The farm economy had been going through one of the worst economic downfalls since the Great Depression, and it was important we noted the ways the Farm Bill was going to aid farmers during those difficult times. Caption: “I am not always certain that everyone in Washington fully appreciates just how much is at stake here—and just how precarious the situation is right now in farm country.” - @ConawayTX11 #FarmBill #2018FarmBill #farming
This graphic was designed to show how the Farm Bill would strengthen the safety net for America's farmers and ranchers. The farm economy had been going through one of the worst economic downfalls since the Great Depression, and it was important we noted the ways the Farm Bill was going to aid farmers during those difficult times. Caption: “I am not always certain that everyone in Washington fully appreciates just how much is at stake here—and just how precarious the situation is right now in farm country.” - @ConawayTX11 #FarmBill #2018FarmBill #farming
This graphic was designed to promote how the Farm Bill would help facilitate trade for America's farmers and ranchers. Trade is a huge topic for the agriculture industry because competition is important on the world stage. Caption: American farmers & ranchers depend on #trade and trade promotion efforts are critical to keeping pace w/ foreign competitors. The #2018FarmBill restores funding for critical trade promotion programs.
This graphic was designed to emphasis the Farm Bill's dedication to rural America. Majority of farmers and ranchers live in rural areas, and it was imperative we demonstrated that their concerns with regard to rural broadband and other rural issues were heard. Caption: The #2018FarmBill makes investments in rural broadband and authorizes USDA to help address the opioid crisis and establishes a U.S.-only animal vaccine bank to help strengthen #ruralAmerica.
In an effort to draw awareness to the Farm Bill prior to its release, we began a #FarmBillFacts social media campaign. For roughly six months leading up to the release of the bill text, we published a #FarmBillFact graphic on our social channels every week to highlight different facts about the agriculture industry. It became very popular. In fact, one Facebook user commented on a post after we had ended the campaign asking us what happened to the #FarmBillFacts because she looked forward to them every week. Caption: Just 8.6 cents of every dollar spent on food goes to the farmer. The remaining share goes to processors, wholesalers, retailers and food service. #FarmBillFacts #HouseAg
In an effort to draw awareness to the Farm Bill prior to its release, we began a #FarmBillFacts social media campaign. For roughly six months leading up to the release of the bill text, we published a #FarmBillFact graphic on our social channels every week to highlight different facts about the agriculture industry. It became very popular. In fact, one Facebook user commented on a post after we had ended the campaign asking us what happened to the #FarmBillFacts because she looked forward to them every week. Caption: Proper forest management is essential to the health of our nation's forests, which is why foresters depend on #FarmBill conservation programs. #FarmBillFacts #HouseAg
Over 75 percent of Farm Bill funding goes toward the Supplemental Nutrition Assistance Program (SNAP). The Farm Bill has historically been a bipartisan bill, and in the beginning stages of negotiations this bill remained in that same category. However, one day discussions were had that led to the bill becoming solely Republican led, and it was due in large part to the improvements Republicans wanted to make in the SNAP space. These improvements focused on lifting able-bodied, work-capable SNAP recipients out of poverty through work or government-funded education and training programs–an effort that should not be partisan and what majority of Americans support. Prior to this shift, the branding for the Farm Bill was entirely bipartisan. Then, overnight, we had to rebrand and switch our entire messaging strategy and all of the branded materials with it. In order for the bill to pass, we needed all of the Republican Conference's support, and that meant switching the branding to appeal to all conservatives. I re-made all of our graphics and support materials over the course of just three days. The following graphics are just a few of those materials. Caption: Vast majority (83%) of Americans agree >>> we should implement requirements for work capable adults on #SNAP to either train or work for 20 hrs/week. This isn’t partisan >>> 71% of Democrats agree that work requirements are a good idea. #2018FarmBill
Over 75 percent of Farm Bill funding goes toward the Supplemental Nutrition Assistance Program (SNAP). The Farm Bill has historically been a bipartisan bill, and in the beginning stages of negotiations this bill remained in that same category. However, one day discussions were had that led to the bill becoming solely Republican led, and it was due in large part to the improvements Republicans wanted to make in the SNAP space. These improvements focused on lifting able-bodied, work-capable SNAP recipients out of poverty through work or government-funded education and training programs–an effort that should not be partisan and what majority of Americans support. Prior to this shift, the branding for the Farm Bill was entirely bipartisan. Then, overnight, we had to rebrand and switch our entire messaging strategy and all of the branded materials with it. In order for the bill to pass, we needed all of the Republican Conference's support, and that meant switching the branding to appeal to all conservatives. I re-made all of our graphics and support materials over the course of just three days. The following graphics are just a few of those materials. Caption: There are currently 6.1 MILLION open jobs in the U.S. It's time to help our neighbors in need get the training they need to fill those positions and reach a higher standard of living. #SNAPmatters #2018FarmBill
Over 75 percent of Farm Bill funding goes toward the Supplemental Nutrition Assistance Program (SNAP). The Farm Bill has historically been a bipartisan bill, and in the beginning stages of negotiations this bill remained in that same category. However, one day discussions were had that led to the bill becoming solely Republican led, and it was due in large part to the improvements Republicans wanted to make in the SNAP space. These improvements focused on lifting able-bodied, work-capable SNAP recipients out of poverty through work or government-funded education and training programs–an effort that should not be partisan and what majority of Americans support. Prior to this shift, the branding for the Farm Bill was entirely bipartisan. Then, overnight, we had to rebrand and switch our entire messaging strategy and all of the branded materials with it. In order for the bill to pass, we needed all of the Republican Conference's support, and that meant switching the branding to appeal to all conservatives. I re-made all of our graphics and support materials over the course of just three days. The following graphics are just a few of those materials. Caption: Unemployment is just 3.9% and there are 6.6 million open U.S. jobs right now – let’s bridge the gap for #SNAP recipients who are either unemployed or underemployed to help them find work to support them and their households. #2018FarmBill
Over 75 percent of Farm Bill funding goes toward the Supplemental Nutrition Assistance Program (SNAP). The Farm Bill has historically been a bipartisan bill, and in the beginning stages of negotiations this bill remained in that same category. However, one day discussions were had that led to the bill becoming solely Republican led, and it was due in large part to the improvements Republicans wanted to make in the SNAP space. These improvements focused on lifting able-bodied, work-capable SNAP recipients out of poverty through work or government-funded education and training programs–an effort that should not be partisan and what majority of Americans support. Prior to this shift, the branding for the Farm Bill was entirely bipartisan. Then, overnight, we had to rebrand and switch our entire messaging strategy and all of the branded materials with it. In order for the bill to pass, we needed all of the Republican Conference's support, and that meant switching the branding to appeal to all conservatives. I re-made all of our graphics and support materials over the course of just three days. The following graphics are just a few of those materials. Caption: The #2018FarmBill doesn’t just tell #SNAP recipients to go get a job, it helps them find one. The bill requires states to guarantee an employment and training position to any recipient who is either unemployed or underemployed and can’t satisfy the 20 hour/week requirement.
Over 75 percent of Farm Bill funding goes toward the Supplemental Nutrition Assistance Program (SNAP). The Farm Bill has historically been a bipartisan bill, and in the beginning stages of negotiations this bill remained in that same category. However, one day discussions were had that led to the bill becoming solely Republican led, and it was due in large part to the improvements Republicans wanted to make in the SNAP space. These improvements focused on lifting able-bodied, work-capable SNAP recipients out of poverty through work or government-funded education and training programs–an effort that should not be partisan and what majority of Americans support. Prior to this shift, the branding for the Farm Bill was entirely bipartisan. Then, overnight, we had to rebrand and switch our entire messaging strategy and all of the branded materials with it. In order for the bill to pass, we needed all of the Republican Conference's support, and that meant switching the branding to appeal to all conservatives. I re-made all of our graphics and support materials over the course of just three days. The following graphics are just a few of those materials. Caption: Americans on SNAP deserve opportunities. 41% of Americans living in poverty view their circumstances as temporary. They don’t want to settle for the status quo and neither should we. The #2018FarmBi will offer recipients a pathway to greater opportunities.
Over 75 percent of Farm Bill funding goes toward the Supplemental Nutrition Assistance Program (SNAP). The Farm Bill has historically been a bipartisan bill, and in the beginning stages of negotiations this bill remained in that same category. However, one day discussions were had that led to the bill becoming solely Republican led, and it was due in large part to the improvements Republicans wanted to make in the SNAP space. These improvements focused on lifting able-bodied, work-capable SNAP recipients out of poverty through work or government-funded education and training programs–an effort that should not be partisan and what majority of Americans support. Prior to this shift, the branding for the Farm Bill was entirely bipartisan. Then, overnight, we had to rebrand and switch our entire messaging strategy and all of the branded materials with it. In order for the bill to pass, we needed all of the Republican Conference's support, and that meant switching the branding to appeal to all conservatives. I re-made all of our graphics and support materials over the course of just three days. The following graphics are just a few of those materials. Caption: Unemployment is just 3.9% and there are 6.6 million open U.S. jobs right now – let’s bridge the gap for #SNAP recipients who are either unemployed or underemployed to help them find work to support them and their households. #2018FarmBill
Over 75 percent of Farm Bill funding goes toward the Supplemental Nutrition Assistance Program (SNAP). The Farm Bill has historically been a bipartisan bill, and in the beginning stages of negotiations this bill remained in that same category. However, one day discussions were had that led to the bill becoming solely Republican led, and it was due in large part to the improvements Republicans wanted to make in the SNAP space. These improvements focused on lifting able-bodied, work-capable SNAP recipients out of poverty through work or government-funded education and training programs–an effort that should not be partisan and what majority of Americans support. Prior to this shift, the branding for the Farm Bill was entirely bipartisan. Then, overnight, we had to rebrand and switch our entire messaging strategy and all of the branded materials with it. In order for the bill to pass, we needed all of the Republican Conference's support, and that meant switching the branding to appeal to all conservatives. I re-made all of our graphics and support materials over the course of just three days. The following graphics are just a few of those materials. Caption: The best path out of poverty is through work. Research shows that Americans who hold full-time jobs are 10x less likely to fall into poverty. The #2018FarmBill bridges the gap for #SNAP recipients who are unemployed to help them find work to support them & their households.
Over 75 percent of Farm Bill funding goes toward the Supplemental Nutrition Assistance Program (SNAP). The Farm Bill has historically been a bipartisan bill, and in the beginning stages of negotiations this bill remained in that same category. However, one day discussions were had that led to the bill becoming solely Republican led, and it was due in large part to the improvements Republicans wanted to make in the SNAP space. These improvements focused on lifting able-bodied, work-capable SNAP recipients out of poverty through work or government-funded education and training programs–an effort that should not be partisan and what majority of Americans support. Prior to this shift, the branding for the Farm Bill was entirely bipartisan. Then, overnight, we had to rebrand and switch our entire messaging strategy and all of the branded materials with it. In order for the bill to pass, we needed all of the Republican Conference's support, and that meant switching the branding to appeal to all conservatives. I re-made all of our graphics and support materials over the course of just three days. The following graphics are just a few of those materials. The communications team worked in tandem with the Wall Street Journal Editorial Board to share why these common-sense improvements were both benefited SNAP recipients and American taxpayers. Caption: MUST READ via @WSJopinion "Democrats have attacked the plan with packaged lines that the GOP will kick millions off the rolls. The work rule doesn’t bounce a single person." #2018FarmBill #SNAPmatters https://agriculture.house.gov/news/documentsingle.aspx?DocumentID=4259
Over 75 percent of Farm Bill funding goes toward the Supplemental Nutrition Assistance Program (SNAP). The Farm Bill has historically been a bipartisan bill, and in the beginning stages of negotiations this bill remained in that same category. However, one day discussions were had that led to the bill becoming solely Republican led, and it was due in large part to the improvements Republicans wanted to make in the SNAP space. These improvements focused on lifting able-bodied, work-capable SNAP recipients out of poverty through work or government-funded education and training programs–an effort that should not be partisan and what majority of Americans support. Prior to this shift, the branding for the Farm Bill was entirely bipartisan. Then, overnight, we had to rebrand and switch our entire messaging strategy and all of the branded materials with it. In order for the bill to pass, we needed all of the Republican Conference's support, and that meant switching the branding to appeal to all conservatives. I re-made all of our graphics and support materials over the course of just three days. The following graphics are just a few of those materials. The communications team worked in tandem with the Wall Street Journal Editorial Board to share why these common-sense improvements both benefited SNAP recipients and American taxpayers. Caption: This is not a partisan issue. Majority of Americans agree people should work to receive benefits. READ @WSJopinion https://on.wsj.com/2HwQvE4 #2018FarmBill #SNAPmatters