The Workspace of Gilian Rappaport

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We designed the strategic brand foundation for the global launch campaign for FARM, a Brazilian lifestyle brand rooted in Rio de Janeiro’s unique blend of creativity, culture, care and celebration. For the first time since its start over a decade earlier, the brand is expanding outside of the country, starting with its launch in America. 

We worked closely with FARM’s brand and marketing teams to ground them in global audience understanding and cultural context, and shape the brand strategy, involving the vision and mission, as well as the position, values, and tone. 

Our brand design expresses the unique way in which FARM helps people realize their radiance, and in so doing, collectively rise like the sun. 

The brand foundation weaves these elements into a cohesive, resonant story, while maintaining the vibrant humanity of FARM. 

Our aim was to reflect the borogodó of its home city of Rio. 

The original track and music video ‘Abre Asas’ was created by FARM with support from this brand foundation. It reflects the vibrance, creativity, and inviting qualities of the brand while showing the rich Brazilian culture that FARM embodies. 

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Global Brand Foundation Design in collaboration with High Tide and FARM.

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Director of Strategy: Gilian Rappaport

Founder / Creative Direction, High Tide: Danny Miller

Creative Direction, FARM: Carlos Mach, Bruno Osório, Paulo Mendel

Art Direction: Carlos Mach

Cinematography: Artur Vilela, Bruno Osório, Paulo Mendel

Choreography: Laura de Castro

Executive Production: Carlos Eduardo S. Belchior (21 Sun Productions), Gabriela Corrales

Thanks to Katia Barros, Marcello Bastos, Raphael Lucena