Behind HOA: Building our brand on Purpose

This ‘Under the Hood’ series is planned to take you behind the scenes to understand more about what it’s like to build a brand and support livelihoods on Purpose. Throughout it I hope you can get more of an understanding as we talk through some of the different aspects of what we do, why we’re making the decisions we do…and in a really honest way, open the doors to feedback from you about what are the good ideas, the sh*t ones as well as showing the opportunities for you either individually or as a business to work with us. In Episode 1, I sit down with Charlotte Durack from Studio Agriculture.Charlotte and I got talking in late 2021, up to that point our look and feel was guided by me and I knew i wanted it to be different however didn’t quite have the skills or know where to start.We chat about the approach to giving us a look that was fresh, unique and allowed us to focus on celebrating agriculture and honouring tradition while also being a modern brand. I also learnt a thing or two about perception and understanding… here I was thinking the handwritten parts of our brand were the ‘human touch’ which they are, AND they are also our way of filling in the gaps with each individual story.