Introduction:
The Black Seed Program is a conceptual awareness campaign I developed as my senior show project as an Advertising Design major. Rooted in both personal passion and social urgency, this project began a year before my final presentation and evolved through countless branding and logo iterations before arriving at the identity shown here.
Inspired by my love for gardening and agricultural practices, I began researching the decline of Black farming in America and uncovered systemic barriers that are rarely discussed. Despite generations of agricultural knowledge and deep cultural ties to the land, African Americans currently make up only 1.4% of all U.S. farmers. Since the early 1900s, over 12 million acres of Black-owned farmland have been lost, and 64% of Black farmers are denied agricultural loans—a far higher rate than farmers of other racial and ethnic backgrounds.
These staggering figures fueled my drive to create more than just a visual campaign—it became a mission to shift the narrative. The Black Seed Program encourages a return to the soil, whether that’s through backyard gardens or long-term land ownership. It aims to reconnect Black communities with agricultural practices not only for food sovereignty but as a form of healing, history, and future growth.
Mission:
To reclaim agricultural space and empower the Black community through education, resources, and narrative-shifting campaigns that inspire a return to the land—starting with a single seed.
Vision:
To see future generations of Black growers, farmers, and gardeners not only represented but thriving—cultivating both soil and sovereignty. The Black Seed Program envisions a world where agriculture becomes a pathway to wellness, community, and legacy.
Brand Voice:
Grounded. Empowering. Truthful. Hopeful.
The tone of the Black Seed Program is informative yet inviting. It speaks with care, clarity, and conviction—balancing historical truth with forward-thinking optimism. It's designed to connect with people of all ages, whether they're picking up a trowel for the first time or looking to take back acres.
The tone of the Black Seed Program is informative yet inviting. It speaks with care, clarity, and conviction—balancing historical truth with forward-thinking optimism. It's designed to connect with people of all ages, whether they're picking up a trowel for the first time or looking to take back acres.
