CMC

A brand system representing farmers, their land and their future

YEAR

2025

ROLE

LEAD DESIGNER

AUDIENCE

URUGUAYAN FARMERS

Nature-based solutions are critical for the continued development of sustainable farming practices and climate change initiatives. CMC is a start-up aimed at helping farmers convert to mob/rotational grazing practices, which improve soil climate resilience, enhance habitat diversity, and, in turn, sequester carbon. This is then used to generate high-quality and high-impact carbon credits, creating a new revenue stream for farmers. The brief was to create a branding solution targeted at Uruguayan farmers, promoting sign-ups to the programme.

CMC

A brand system representing farmers, their land and their future

YEAR

2025

ROLE

LEAD DESIGNER

AUDIENCE

URUGUAYAN
FARMERS

Nature-based solutions are critical for the continued development of sustainable farming practices and climate change initiatives. CMC is a start-up aimed at helping farmers convert to mob/rotational grazing practices, which improve soil climate resilience, enhance habitat diversity, and, in turn, sequester carbon. This is then used to generate high-quality and high-impact carbon credits, creating a new revenue stream for farmers. The brief was to create a branding solution targeted at Uruguayan farmers, promoting sign-ups to the programme.

Rotational grazing

Inspired by the visuals and infographics of rotational grazing, I decided the brand should draw from the rhythmic movement of the cattle between paddocks - a structured, intentional process that works with nature to help it, and the communities that depend on it, thrive.

Each brand pillar was selected to directly influence a brand design attribute, and this was also a helpful way to communicate how the brand system would behave to non-design-literate stakeholders.

Rotational grazing

Inspired by the visuals and infographics of rotational grazing, I decided the brand should draw from the rhythmic movement of the cattle between paddocks - a structured, intentional process that works with nature to help it, and the communities that depend on it, thrive.

Each brand pillar was selected to directly influence a brand design attribute, and this was also a helpful way to communicate how the brand system would behave to non-design-literate stakeholders.

Scientific techniques into
a design system

The brand therefore reflects the techniques that CMC use to help Uruguayan farmers to rotate livestock across the land, preserving soil health and promoting long-term fertility. This regenerative approach is mirrored in the brand’s visual language and flow. Letterforms, graphic devices and photography rotate and interact to capture the idea of rotational grazing.

A colour palette of blues and yellows to represent Uruguay’s national colours, which not only reflects the land but also celebrates an organisation whose mission is deeply rooted within it.

Scientific techniques into a design system

The brand therefore reflects the techniques that CMC use to help Uruguayan farmers to rotate livestock across the land, preserving soil health and promoting long-term fertility. This regenerative approach is mirrored in the brand’s visual language and flow. Letterforms, graphic devices and photography rotate and interact to capture the idea of rotational grazing.

A colour palette of blues and yellows to represent Uruguay’s national colours, which not only reflects the land but also celebrates an organisation whose mission is deeply rooted within it.