Website • B2C
Keep Salinas Valley Growing
SOLE UX/UI DESIGNER
Empowered action via petitions, educated the public with research, and built trust through coalition stories, raising awareness on a local issue.
Problem
Keep Salinas Valley Growing, a coalition of farmers, small businesses, workers, vintners, and concerned community members, needed a way to rally support against damaging proposals threatening Salinas Valley’s agriculture industry.
They wanted a website to inform the public about policies that could devastate local farms, vineyards, and jobs while increasing food costs. The client wanted a solution to highlight the coalition’s key messaging—protecting jobs, keeping food affordable, and preserving local farmland—and to showcase the vital role agriculture plays in the community.
They emphasized the importance of using authentic visuals that reflected Santa Barbara’s rich agricultural diversity, including vineyards, orchards, and farmland, to connect with the local audience. They also hoped to amplify personal stories from farmers and workers to humanize the issues, provide persuasive content, and drive actionable steps like signing petitions and spreading awareness. To achieve their mission goals, they required functionality to collect and organize petition signatures, enabling measurable progress and targeted outreach.
With the agriculture sector at the heart of Salinas Valley’s economy, the coalition needed a comprehensive way to mobilize support, educate the community, and protect this vital industry from proposed policies.
Solution
To address these challenges, I designed Keep Salinas Valley Growing’s first website, prioritizing clear messaging and community engagement. The homepage prominently featured a hero carousel showcasing sponsor ads, community testimonials, and links to articles that informed visitors of the issue’s urgency, all while using vibrant photographs of Salinas Valley’s iconic agricultural landscape.
A “Get The Facts” page offered a reliable, research-backed source for understanding the economic and social impacts of proposed policies. Action-oriented calls-to-action—“Sign the Petition,” “Spread the Word,” and “Follow Us”—were strategically placed throughout the site, guiding users toward meaningful participation.
A dedicated petition landing page was built with functionality to track signatures, ensuring efficient advocacy outreach. The “Who We Are” section humanized the coalition by spotlighting farmers, workers, and small businesses, while an FAQ page addressed key concerns.
Overall, the site empowered visitors to learn, engage, and support Salinas Valley’s agriculture industry, aligning with the coalition’s cause.
