The animal-rights organization Compassion In World Farming sought to create a change-making advocacy group to expose the magnitude and horrors of industrial chicken farming. Georgians for Pastured Poultry is made up of Georgia-based farmers, chefs, animal welfare advocates, environmentalists, and health professionals, and stresses pasture-raised chicken as an alternative to the harmful chicken factories that dominate the state’s geographical and political landscape.   

The conceptual focus was on the nature of a chicken and its natural behavior. I incorporated design elements that represented the outdoors and room to roam. Feedback led me to focus less on flapping wings and more on ambulatory movement, leading to the mark emphasizing the legs and movement, complemented by the inclusion of a prominent eye – to communicate a sentient being – and the integration of grass.

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