Springsbury Farm

SPRINGSBURYFARM

SPRINGSBURY FARM

A Process Book

OBJECTIVETo produce the visual identity, signage, and digital presence of Springsbury Farm.

BACKGROUNDSpringsbury Farm is a tree farm located in Berryville, VA and owned by the Casey Tree Project. Based on the stakeholders’ proposal of the area, the farm will be used for active research, education, and tourism. Features of the proposed farm include tree nurseries, vernal pools, hiking trails, an orchard, a bed and breakfast, and silvo farming.

AUDIENCECasey Tree Project, citizens of Washington DC area, tourists of DC area, arborists and researchers.

PARAMETERS Consider environmental and social sustainability.

STAKEHOLDERSGale Fulton (Landscape Architecture, UIUC)Rich Hindle (Landscape Architecture)Roger Hubeli and Julie Larsen (Architecture, Syracuse University)Sarah Taylor Lovell (Crop Sciences, UIUC)

While this project was completed in groups, this book contains my own personal contributions to the logo and website designs.

Project

Logo

SPRINGSBURYFARM

SPRINGSBURY FARM

I explored logo iterations that could be described as inviting, natural, and location-specific.

Round 1

After critiquing first round iterations as a class, color iterations of the top five were produced.

F A R MSPRINGSBURY FARMSPRINGSBURY FARM

SPRINGSBURY FARM

SPRINGSBURY FARM

SpringsburyFarm

SpringsburyFarm

Springsbury

F A R M

SpringsburySPRINGSBURY FARM SPRINGSBURY

FARM

Round 2

Our main stakeholder, Gale, shared his thoughts that the logo should be “playfully scientific.” My group decided to rethink our logo designs and I began sketching a new direction so that the logo looked more like that of a research institution than a tourist destination.

Adjectives we decided to expand upon for this iteration were “structured, inviting, and clean,” along with “playfully scientific.”

Rethinking

SPRINGSBURY FARM SPRINGSBURY FARM SPRINGSBURY FARM

SPRINGSBURY FARM SPRINGSBURY FARM SPRINGSBURY FARM

SPRINGSBURY FARM SPRINGSBURY FARM

Refinements and Exploration

SPRINGSBURYFARM

SPRINGSBURY FARM

SPRINGSBURYFARM

SPRINGSBURY FARM

Final LogoThis design was inspired by the geometric appearance of molecular structures. With all of the circular “leaves” making up the tree, the logo embodies the idea that Springsbury Farm is multifaceted and com-posed of many parts that effectively work together as a unit. The logo’s bright colors are inviting, and the typeface is easy to read at far distances and on signage.

SPRINGSBURY FARMSPRINGSBURY FARMSPRINGSBURY FARM

SPRINGSBURY FARMSPRINGSBURY FARMSPRINGSBURY FARM

Usage

Bathroom

Vegetation

Crop Rotation

Hiking Trails

SPRINGSBURYFARM

SPRINGSBURY FARM

SPRINGSBURYFARM

SPRINGSBURY FARM

Information Desk

Vegetation

Hiking Trails

Research Plots

Bathroom

Information

Hiking Trails

Vegetation

Research

Bathroom

SPRINGSBURYFARM

SPRINGSBURY FARM

Bathroom

Crops

Research

HistoricalHouse

Vegetation

Information

SPR

ING

SBU

RY

FAR

M

Springsbury Farm: Way Finding Signage Small Landmark Signage example types pole designs will be based o� the construction of the Black Locust tree.

General location areas are the historical landmarks, bathrooms, informationcenters, bathrooms, and research plots located around Springsbury Farm.

Black LocustTrees

Black LocustTrees

Black LocustTrees

Black LocustTrees

Black Locust Trees

Black Locust Trees

a tree in the subfamily Faboideae of the pea family Fabaceae. It is native to the

southeastern United States

Black LocustTrees

a tree in the subfamily Faboideae of the pea family Fabaceae. It is native to the

southeastern United States

Information Desk

Vegetation

Hiking Trails

Research Plots

Bathroom

SPRINGSBURYFARM

SPRINGSBURY FARM

Information

Hiking Trails

Vegetation

Research

Bathroom

Signage designed by Veronica Pham

SPRINGSBURYFARM

SPRINGSBURY FARM

Website

Initial PlanningBefore designing any mockups of the website in Illustrator, I first decided on a general site map and then sketched out possible website comps by hand. The general design of the website was created with a CMS in mind, so that it could be easily coded and implemented through Wordpress.

First Iteration Home Page

First Iteration Detail Page

Final IterationsThe color scheme was made darker and the layout was modified according to feedback from critique.

Springsbury Farm1234 W. Springsbury Ln. Berryville, VA [email protected]

Research Dept.Phone: (234)[email protected]

Bed & BreakfastPhone: (234)[email protected]

Employment OpportunitiesVolunteer OpportunitiesHelp





AboutUpcoming Events

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Springsbury Farm is a great place with lots of stuff. There’s things to learn and do other things, and we’re a part of Casey Tree Farms, being cool and doing tree things like planting trees and farming trees and doing other things with trees in them. Read More

FUNDAMENTALS OF TREE ADVOCACYOur First Friday seminars combine presentations on a variety of urban design topics with LID tours of the Casey Trees Headquarters.

VOLUNTEER: DAKOTA CROSSING Volunteer Community Tree Planting event, open to all volunteers. 15 trees will be planted to help re-tree the Dakota Crossing neighborhood.

HIGH CONSEQUENCE INSECTS Find out how to protect your trees from culprits such beetles, moths and aphids and how to best get them back on the mend.

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Join our efforts in active research and discover how we’re changing land management! Read More for academic opportunities.

Research

EXPLORE

DINE AND STAY

CONTACT

LOCATION

SPRINGSBURYFARM Fo� ow Us!

SEARCH SITE

HOME HISTORY RESEARCH VISIT NEWS EVENTS SHOP





Explore

Contact

Location

Dine and Stay

Springsbury Farm provides an integrated space for families and researchers, as well as productivity to produce trees for functionality and sustainability. We also promote the exploring of wildlife, vegetation, produce, and nature. Our land offers scenic hilly terrain, making Springsbury Farm the ideal place for weddings, hiking, and exercise.

Every season brings new opportunities—learn cold-weather farming in winter, study the wetlands in summer, plant a vegetable garden in spring, and enjoy the fruits of our U-pick orchard in the fall. We are open year round to visitors and researchers looking to research, produce, and explore.

PARK HOURS OF OPERATIONOpen every day from dusk until dawn

GENERAL INFORMATION(234) [email protected]

BED AND BREAKFAST(234) 555-2948 [email protected]

RESEARCH FACILITIES(234) 555-2949 [email protected]

Our colonial-era farm property is home to a newly renovated and restored mansion that is now used as a Bed and Breakfast. After a day of hiking through our 750 acres and partici-pating in active learning experiences, you can relax and enjoy the evening in our one-of-a-kind bed and breakfast hotel.

1234 W. Springsbury Ln.Berryville, VA 22611View Directions

To view a full site map, click here.

RECENT TWEETS@springsburyfarm

3 min Our website has a new, refreshed look. See for yourself at springsburyfarm.com

2hWe’re in the newspaper! Read the full article online at newsarchive.com!

May 2@JulieC Thanks for helping out at the vernal pools today! We hope you enjoyed your stay!

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Background

Buildings and Gardens

Casey Tree Farm was originally part of a 5-million-acre tract of land owned by Lord Thom-as Fairfax, 6th Lord of Fairfax of Cameron. Over time, the estate was subdivided and sold. Following the death of Lord Fairfax, the remaining land was con� scated by the Common-wealth of Virginia and put up for sale to the public.

Historical records indicate several prominent individuals owned and resided at the farm including John Holker, French consul general to the U.S., from 1781 until Charles Mc-Cormick’s family bequeathed the property in 1933 to local charities including All Saints Episcopal Church. The church sold its portion to Marie and George Greenhalgh who then assembled the remaining portions of the estate between 1935 and 1937.

In 1958, Eugene Casey purchased the farm from the Greenhalghs to serve as a summer home for him and his wife, Betty Brown Casey. Mrs. Casey donated the farm to Casey Trees in 2008. Today, the rich agricultural and cultural legacy of the farm lives on through Casey Tree Farm’s tree nursery, hay � elds and our preservation and adaptive reuse of the historic structures located on site.

Springsbury Farm and Lands End, now Casey Tree Farm, is one of the premier country es-tates in the region. Since 2008, Casey Trees has dedicated signi� cant time and resources documenting the history and cultural signi� cance of the farm and its many structures, as well as restoring the land and repairing roadways, bridges, fencing and other features.

Two of the Farm’s many structures merit special mention.

The Main House, the core of which was built in the mid-1790s, was expanded by Marie and George Greenhalgh in the 1930s to a spacious residence with designs from the Boston-based � rm of Perry, Shaw & Hepburn, best known for their work in Colonial Williamsburg.

The home’s expansive gardens, as well as the road layout and the many stone-wall fea-tures on the farm, were designed by one of America’s most prominent women landscape architects, Ellen Biddle Shipman. We have stabilized the home to ensure it will continue





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Visit Closeup 2





Professional Resources

Educational Programs

Casey Tree Farm was originally part of a 5-million-acre tract of land owned by Lord Thom-as Fairfax, 6th Lord of Fairfax of Cameron. Over time, the estate was subdivided and sold. Following the death of Lord Fairfax, the remaining land was con� scated by the Common-wealth of Virginia and put up for sale to the public.

Historical records indicate several prominent individuals owned and resided at the farm including John Holker, French consul general to the U.S., from 1781 until Charles Mc-Cormick’s family bequeathed the property in 1933 to local charities including All Saints Episcopal Church. The church sold its portion to Marie and George Greenhalgh who then assembled the remaining portions of the estate between 1935 and 1937.

In 1958, Eugene Casey purchased the farm from the Greenhalghs to serve as a summer home for him and his wife, Betty Brown Casey. Mrs. Casey donated the farm to Casey Trees in 2008. Today, the rich agricultural and cultural legacy of th.

Want to schedule a research-based visit? Send us an emal at [email protected]

Springsbury Farm and Lands End, now Casey Tree Farm, is one of the premier country es-tates in the region. Since 2008, Casey Trees has dedicated signi� cant time and resources documenting the history and cultural signi� cance of the farm and its many structures, as well as restoring the land and repairing roadways, bridges, fencing and other features.

Two of the Farm’s many structures merit special mention.

The Main House, the core of which was built in the mid-1790s, was expanded by Marie and George Greenhalgh in the 1930s to a spacious residence with designs from the Boston-based � rm of Perry, Shaw & Hepburn, best known for their work in Colonial Williamsburg.

The home’s expansive gardens, as well as the road layout and the many stone-wall fea-tures on the farm, were designed by one of America’s most prominent women landscape architects, Ellen Biddle Shipman. We have stabilized the home to ensure it will continue





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Recent News

Springsbury Farms Awarded Certi� cation!5/3/13

Congratulations to our faculty and crew! Springsbury Farms has of� cially recieved its renewd tree farm certi� cation.

The mission of Springsburry park is to integrate both research, productivity and exploration into one uni� ed park. Our mission is to provide a welcoming park for families, friends, explorers, and researchers.

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MAY

JUNEAPRIL

UPCOMING EVENTS Event Archive

VOLUNTEER: DAKOTA CROSSINGDAKOTA COMMUNITY CENTER8:00AM

A Volunteer Community Tree Planting event, open to all volun-teers. Fifteen trees will be planted to help re-tree and build the canopy of the Dakota Crossing neighborhood. Drinks and food will be provided!

Please RSVP here by May 2nd.

PROTECTING OUR FORESTSSPRINGSBURY FARM VISITOR’S ANNEX3:00PM–5:00PM

Join us to learn about tree preservation and all of the issues that must be considered when doing construction around trees.

Please RSVP here by May 2nd.

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Shop View Cart

I Dig Trees T-Shirt$25.00 100% Cotton, available in all sizes. More Info

Add to Cart

Sponsor a Tree$100.00 Sponsor the planting of a tree in our farm! More Info

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Apple Cider$10.00 per gallon Apple Cider made from our own apples. More Info

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Handmade Paper$15.00 per pound Paper made from 100% re-cycled material! More Info

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DC Tree Flag T-Shirt$25.00 100% Cotton, available in all sizes. More Info

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Plant-a-Tree Tote Bag$20.00 Hand printed on 100% re-cycled cotton. More Info

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Mobile VersionA mobile version of the website features an expandable menu, and hosts the same information as the desktop browser version.

FinalCritique

When my group presented our logo, website, and sig-nage designs, we received generally positive feedback from stakeholders Gale and Sarah. They were especially excited about the possibilities of combining signage with a mobile application or website. We were informed that elements of our design strategy would be proposed to Casey Tree Project in a final presentation given by the stakeholders.

Signage designed by Andrew FIshel

Lauren BlackburnARTD311

Springsbury Farm

Documents

tree farm

proposed farm

backgroundspringsbury

logo designs

logo iterations

black locust tree

tree nurseries

audiencecasey tree project