Grant’s Farm

︎ Brand Identity Design
︎ UI/UX Design
︎ Motion Graphics
︎ Video Editing
︎ Social Media Design

Loved by St. Louisans for decades, Grant’s Farm is a 281-acre, family-friendly property that is a household name in St. Louis, MO. This iconic estate is not only home and the original breeding site to the world-famous Budweiser Clydesdales, but also to Grant’s Cabin—former residence of U.S. President Ulysses S. Grant. Voted by Yelp as one of the Top 10 Kids Activities in the nation, Grant’s Farm invites tourists and locals alike to visit their beautiful space, enjoy a complimentary Anheuser-Busch beer, and experience their lush history and animal life throughout the seasons each and every year.

Herzog & Schindler partnered with Grant’s Farm to establish their first-ever brand strategy and design system. The brand acknowledges the traditions established visitors associate with the estate, while also inviting new guests to partake in a multitude of seasonal events and offerings. With a digital-first approach in mind, this system highlights the 4 seasons of Grant’s Farm across a number of touchpoints including a website, newsletter assets, numerous seasonal event identities, printed matter, and social media assets.

Collaborators: Rich Nelson, Anna Yu

Herzog & Schindler 

2023

_{Future Nostalgia}

The Grant’s Farm brand style is both traditional and modern. It utilizes fresh, vibrant color, a strong wordmark, appealing typography, and autehntic imagery to elicity a sense of comfort and familiarity while also exciting the imagination with possibilities of new experiences. A collection of bold and friendly icons represent distinct features of Grant’s Farm, reflecting the playfulness and fun guests experience on-site.

_{The Four Seasons of Grant’s Farm}

With each changing season at Grant’s Farm comes unique events and attractions for family members of all ages. Spring brings new life, from beautiful blooms to baby animals of all shapes and sizes. Summer at Grant’s Farm features days of exploration and nights of moonlit fun and celebration. With Autumn comes cooler weather—the perfect opportunity for cozy get-togethers and seasonal treats. Winter transforms the estate into a sparkling wonderland of lights and magic.

To capture the spirit of each season, we designed bespoke patterns and color palettes for Spring, Summer, Autumn, and Winter at Grant’s Farm, along with a tiered system for creating distinct yet recognizable identities for each seasonal event.

_{A Digital Hub for Guests}

The Grant’s Farm experience doesn’t start when guests arrive at the estate. To create a holistic, seamless visitor experience, we designed a new website for Grant’s Farm that makes exploring events, planning visits, and finding key information effortless. Every feature is crafted to unsure a smooth, enjoyable visitor journey from logging on their personal device at home to leaving the farm after a fulfilling day of play.