Though we had some creative freedom to help achieve the nautical theme, like incorporating maps, constellations, sailing imagery, decorative watermarks, and boating related images and symbols, that alone is not enough. To bring the Farmers brand back into the design, we used large blocks of their signature yellow and blue, a design choice that is seen throughout other Farmers pieces, as well as lifestyle images, and their modern san serif fonts for the bulk of the text. Lastly, to illustrate a sense of sophistication and class in the design, we made sure to incorporate lots of images of old school sailing equipment, modern sailboats, buildings and clothes with an old money aesthetic, and images with crisp, clean colors.

A lot of these elements work to achieve multiple design goals. The decorative watermarks both tie into the nautical theme and the more classy design choices. The sans serif fonts feel classy while also being undeniably Farmers. The script font feels nautical by harkening to rope, elegant by being thin and calligraphic, and relating to Farmers since it’s consistent thickness but curly lettering feels both modern and fun. All the elements blend together nicely, achieving all the design goals while informing the viewer of Farmers private banking and wealth management services.