Springsbury Farm by Lauren Blackburn

SPRINGSBURY FARM

A Process Book

SPRINGSBURY FARM

OBJECTIVE To produce the visual identity, signage, and digital presence of Springsbury Farm. BACKGROUND Springsbury Farm is a tree farm located in Berryville, VA and owned by the Casey Tree Project. Based on the stakeholdersâ&#x20AC;&#x2122; 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.

Project

AUDIENCE Casey Tree Project, citizens of Washington DC area, tourists of DC area, arborists and researchers. PARAMETERS Consider environmental and social sustainability. STAKEHOLDERS Gale 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.

Logo SPRINGSBURY FARM

Round 1 I explored logo iterations that could be described as inviting, natural, and location-specific.

Round 2 After critiquing first round iterations as a class, color iterations of the top five were produced.

SPRINGSBURY

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FA R M

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Springsbury Farm

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Springsbury F A R M

FA R M

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Springsbury Farm

Springsbury F A R M

Rethinking 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.”

Refinements and Exploration

SPRINGSBURY FARM

Final Logo This 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 composed 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 FARM

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FARM

Usage

designs will be based off the construction of example types pole General location areas are the historical landmar

centers, bathrooms, and research plots located ar

SPRINGSBURY FARM Bathroom Vegetation SPRINGSBURY FARM

Bathroom SPRINGSBURY SPRINGSBURY FARM Hiking Trails FARM

Hiking Trails

SPRINGSBURY Information FARM Desk

SPRINGSBURY FARM Research Plots

Bathroom Vegetation

Vegetation

Hiking Trails Information

Crop Rotation

Research

SPRINGSBURY FARM

Signage designed by Veronica Pham

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Website

Initial Planning Before 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 Iterations The color scheme was made darker and the layout was modified according to feedback from critique.

SEARCH SITE

SPRINGSBURY FARM HOME

HISTORY

RESEARCH

NEWS

EVENTS

SHOP

EXPLORE DINE AND STAY CONTACT LOCATION

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

Upcoming Events

About

5/3

FUNDAMENTALS OF TREE ADVOCACY

5/4

VOLUNTEER: DAKOTA CROSSING

5/9

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

Volunteer Community Tree Planting event, open to all volunteers. 15 trees will be planted to help retree the Dakota Crossing neighborhood.

HIGH CONSEQUENCE INSECTS

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

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

Send a Donation

View More Events

Employment Opportunities Volunteer Opportunities Help

Springsbury Farm

1234 W. Springsbury Ln. Berryville, VA 22611 info@springsburyfarm.com

Research Dept. Phone: (234)859-2949 research@springsburyfarm.com

Bed & Breakfast Phone: (234)859-2949 relax@springsburyfarm.com

SEARCH SITE

SPRINGSBURY FARM HOME

HISTORY

RESEARCH

NEWS

EVENTS

SHOP

Donate

RECENT TWEETS @springsburyfarm

3 min Our website has a new, refreshed look. See for yourself at springsburyfarm.com 2h We’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! READ MORE

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Explore 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 OPERATION Open every day from dusk until dawn

Dine and Stay 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 participating in active learning experiences, you can relax and enjoy the evening in our one-of-akind bed and breakfast hotel.

Contact PARTNERS

GENERAL INFORMATION (234) 555-2947 info@springsburyfarm.com

BED AND BREAKFAST (234) 555-2948 relax@springsburyfarms.com

RESEARCH FACILITIES (234) 555-2949 learn@springsburyfarms.com

Location 1234 W. Springsbury Ln. Berryville, VA 22611 View Directions To view a full site map, click here.

Employment Opportunities Volunteer Opportunities Help

Springsbury Farm

1234 W. Springsbury Ln. Berryville, VA 22611 info@springsburyfarm.com

Research Dept. Phone: (234)859-2949 research@springsburyfarm.com

Bed & Breakfast Phone: (234)859-2949 relax@springsburyfarm.com

SEARCH SITE

SPRINGSBURY FARM HOME

HISTORY

RESEARCH

NEWS

EVENTS

SHOP

Donate

RECENT TWEETS @springsburyfarm

Download This Month’s Newsletter OR

Subscribe to our Newsletter ENTER EMAIL

PARTNERS

Background Casey Tree Farm was originally part of a 5-million-acre tract of land owned by Lord Thomas 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 confiscated by the Commonwealth 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 McCormick’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 fields and our preservation and adaptive reuse of the historic structures located on site.

Buildings and Gardens Springsbury Farm and Lands End, now Casey Tree Farm, is one of the premier country estates in the region. Since 2008, Casey Trees has dedicated significant time and resources documenting the history and cultural significance 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 Bostonbased firm 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 features 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

SEARCH SITE

SPRINGSBURY FARM HOME

HISTORY

RESEARCH

NEWS

EVENTS

SHOP

Donate

RECENT TWEETS @springsburyfarm

Visit Closeup 2

Professional Resources Casey Tree Farm was originally part of a 5-million-acre tract of land owned by Lord Thomas 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 confiscated by the Commonwealth 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 McCormick’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.

Download This Month’s Newsletter

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 research@springsburyfarms.com

Subscribe to our Newsletter ENTER EMAIL

PARTNERS

Educational Programs Springsbury Farm and Lands End, now Casey Tree Farm, is one of the premier country estates in the region. Since 2008, Casey Trees has dedicated significant time and resources documenting the history and cultural significance 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 Bostonbased firm 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 features 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

SEARCH SITE

SPRINGSBURY FARM HOME

HISTORY

RESEARCH

VISIT

NEWS

EVENTS

SHOP

Donate

RECENT TWEETS @springsburyfarm