Cellular agriculture is considered by many to be the next significant revolution in food. Like revolutions preceding it—the agricultural and the industrial revolutions—it is the next disruption, and it stands to address some of the largest needs of the 21st century.
Reimagining a longstanding brand.
New Harvest CEO Isha Datar is kickstarting—what she defines as, “the post-animal bioeconomy”. The organization has existed for over a decade, and played a significant role in disseminating and supporting research in the field. New Harvest is building an entirely new branch of science spanning medical science, and food science. Unfortunately, this new field is not well supported, and there are no established funding mechanisms.
Goal 1: Reimagine
Reimagine the New Harvest brand and give the growing field of cellular agriculture a new look.
Goal 2: Communication
Redesign and restructure existing New Harvest content in a meaningful way that would make it easier for the public to find information.
Goal 3: Deploy
Design, develop, and deploy a new website that is inline with the new brand and vision. The site would be built using NationBuilder, a platform which helps to grow communities and lead action.
Goal 4: Sustain
With the brand and main website launched, New Harvest and Tennis looked for other ways to work together. This meant that Tennis would mainly be focussing on the digital aspects of the brand.
Livestock production contributes 15% of global greenhouse gas (GHG) emissions, 33% of the global land use, and 27% of the global water footprint.—Hanna L. Tuomisto1,*, Marianne J. Ellis2, Palle Haastrup
With New Harvest we started by spending a lot of time with them learning about the company, industry, and the science behind their organization. We focussed on reading as much literature, research, and debate about cellular agriculture as we could. New Harvest provided us with a wealth of visual and written documentation. Once our primary research had been completed, we conducted an in-depth discovery meeting with New Harvest to flesh out the nuances of the brief, and the next steps.
Throughout the process we actively involved New Harvest in every step instead of just presenting a solution we worked together in creating each step and direction in the brand and website. This process grew organically with the New Harvest team as we were all excited about how involved they wanted to be.
I was really impressed when Tennis stood their ground and disagreed with us. I liked it. It felt like we were in good, considerate hands.—Isha Datar, CEO New Harvest
Clear, transparent, people-oriented. Honest. All we wanted from the beginning was to just say how things are. To not market or try to convince people with techy language or isolate people.—Isha Datar, CEO New Harvest
Increase in traffic
The reception has been overwhelmingly positive. There has been less confusion about who they are and what the organization does. Overall feedback has been that the brand is the most accurate representation of who New Harvest is, and what they do. The new brand has been making people feel closer to the cause, and work harder towards all of the work that still needs to be done in cellular agriculture.