brand identity & strategy / CREATIVE DIRECTION / DESIGN / COPYWRITING

Food Culture (FC) Collective is a community of food creatives, storytellers, artists, stewards, organizers, makers, and culture-bearers of all kinds working to democratizing food culture to feed our collective healing and transformation. FC Collective’s story and art-based programming seeks to reclaim and reimagine our relationships to food and disrupt a culture of extraction and exploitation.

In the winter of 2020, I joined FC Collective as Narrative Strategist and Director of Communications. In this role, I lead the organization’s holistic rebrand from Real Food Real Stories to Food Culture Collective in partnership with Executive Director, Jovida Ross. This included facilitating collaborative visioning sessions to redefine the organization’s mission and scope, crafting internal strategy and all external positioning, and leading a team of artists and creatives to co-create the collective’s new visual identity. This was completed all while overseeing all day-to-day communications and narrative strategy programming needs.

Highlights include:

• Creative direction for organizational identity and dynamic public positioning, in partnership with team of creatives

• Complete website redesign for foodculture.org

• Directed multiple videos for organizational promotional purposes

• Oversaw end of year fundraising campaign and increased participation and contribution levels by more than 150%

• Fully designed Impact Reports and Case Statements for web and print

• Copywriting for all core brand elements and products, including print and digital collateral, the updated website, and packaging

• Oversaw Digital Culture Creative, working collaboratively to define a radical social media strategy

• Lead creative and narrative positioning for seasonal Around the Table conversation series with thought leaders, creatives, and organizers in the food and culture space

• PR for all public events, including securing articles in numerous print and online publications

Belin Liu - Logo Design
Custom Lettering by Cate Andrews