This year's Robin Hood project goes to ...
Many companies with big ambitions and small budgets have been in touch. I have followed my heart and decided that this year's Robin Hood project will be Alfhem Farm. A start-up company with dreams I want to help lift.
Why did I choose Alfhem Farm?
I got to know Ingrid Wiklund and Peter Lindqvist, who own Alfhem Farm, at a plant fair. They are wonderful people who really deserve my help. Alfhem Farm will be transformed into a café and shop selling locally produced food and blacksmithing products. Peter is a trained blacksmith and has his own forge on the farm. He will also open a bar influenced by his great interest - American cars. Ingrid has a solid career as a chef behind her and her passion is food, plants and gardening which will characterise the business offer.
What will my mission be?
My tasks will involve concept development, brand strategy and positioning. I will also prepare a business plan, SWOT analysis and a company presentation for the company's meeting with the bank. In addition to logo and identity design, I will work on developing communication through storytelling, copywriting, art direction and social media launch campaigns. But my mission doesn't end there.
It will be magical from floor to ceiling
My design assignment will also include the development of the physical environment. I will be making floor and façade drawings for the barn that will be converted into a café and shop on the first floor. On the second floor there will be apartments for rent through AirBnB. Exciting I think, and the floor plans are almost done! It's been a lot of work because there were no plans for the barn before. In other words, I had to laser measure all the surfaces and draw everything from scratch.
Robin Hood with a lot of muscle
Traditionally, my Robin Hood projects tend to be around 40 hours. This assignment will require more than that. But I'm really passionate about the business idea and I don't want to do anything half-assed. This project will give me the opportunity to use all my skills, so it will be a nice reference for what I can do. I like to think long-term and have been doing Robin Hood projects since I started as a designer in 1994. Several of these have evolved into major companies today. It's a great experience to be part of such a journey and my payment is friends and clients for life.
Strikes a blow for Söderslätt
Much here in Skåne focuses on Österlen. I would rather focus on what Söderslätt has to offer. People live here all year round in almost every house. It's a living, growing countryside that is accessible to Trelleborg, Malmö and Copenhagen. The municipality is investing money in developing destinations such as Smyge and Södrast. Things are going to happen here in the future! Alfhem Farm is part of this development. Together with Ingrid and Peter, I want to build a clear brand - and also make a case for the Söderslätt brand!
