Apple - Ed Farm
Challenge
Birmingham was growing as a center for innovation, but the city schools were still carrying the weight of an opportunity gap. Generations of inequity had left many students without access to the tools and training needed for the future workforce. A public-private partnership in Birmingham approached us to help shape the strategy and brand for a new kind of educational initiative. Built in partnership with Apple, the program would introduce elementary and middle school students to modern tools for coding, problem-solving, and working with emerging technology.
Approach
We named the initiative Ed Farm, a simple shorthand for cultivating educational change. Working with Apple, we developed a brand and messaging system that complemented Apple while giving Ed Farm a voice of its own. The brand system extended across website, social, environmental design, events, and media support. We also created interactive elements, including swift-coded AR posters and invites, with digital experiences that reflected the spirit of the program itself. Ed Farm opened with significant media attention and full classes. What began in Birmingham helped shape a broader model for Apple’s national coding-education initiatives.
ECD: Aaron Gresham
CD: Shannon Harris
AD: Katie Erickson
CW: John Kennedy
Video Editor: Will Nash
Developer (Web + AR): Dan Gavin
Agency: Big Com