Eartha's
Farm & Market

This project reimagines the identity of an urban farm operated by the Clara White Mission, a Black-founded and operated nonprofit in Jacksonville, Florida. Originally established in 2012 as White Harvest Farms, the initiative works to improve food access within its surrounding neighborhood. However, the farm's existing identity was often perceived as white-owned, creating a disconnect with the historically Black community it was created to serve. Drawing from the rich history of the site—including the legacy of Eartha White, daughter of Clara White, who once lived on the land the farm now occupies—the rebrand was grounded in the place's history and mission. The result is a visual identity that honors the organization's heritage while communicating its values, purpose, and connection to the community with greater clarity and authenticity.