Client Overview
Not Farming is a campaign launched by We Move Europe, in collaboration with Milk & Honey PR, to challenge the EU’s ongoing support of industrial mega-farming. The campaign aims to call out policies that allow factory farms to benefit from public subsidies while small-scale, sustainable farmers are left behind and to rally support for better, fairer, more sustainable alternatives.
Our Goals
- Create a bold, striking website that demands attention
- Translate a nuanced political message into a digestible, engaging user experience
- Design and build a site to support the Brussels launch and European-wide campaign
Our Deliverables
- Website design and UX
- Custom website development
- Responsive, mobile-first experience
- Strategic launch coordination with the Milk & Honey PR team
A PROJECT CLOSE TO THE HEART (AND THE SOIL)
Coming from a farming country and family that grew up on farms, this project hit differently. It wasn’t just another website build – it was a cause we were genuinely proud to stand behind.
Industrial mega-farming is not only wrecking our environment, but it’s pushing small, independent farmers out of business and literally making us all sick. The statistics are staggering: 80% of EU farmland is now controlled by just 20% of farms, while small farms disappear at a rate of 4% annually. Meanwhile, industrial agriculture accounts for 24% of greenhouse gas emissions and is a leading cause of biodiversity loss across the continent. (Sign the Petition here!)
At our studio, we care deeply about sustainability – it’s why we offset our carbon emissions with Ecologi, and why we jump at the chance to work with brands and campaigns that are trying to change the system for the better.
So when the incredible team at Milk & Honey PR brought us on to collaborate on a European campaign fighting for the future of real, regenerative farming we said a resounding ‘yes’. They led the charge with powerful copy and PR in Brussels, and we got to do what we do best: bring the message to life online.
DESIGNING WITH A PURPOSE
Our role was to design and develop a campaign site that made a clear stand – no greenwashing, no corporate speak, just truth, action, and clarity. The design needed to be uncompromising, never softening the message for comfort, while remaining evidence-based with every claim backed by solid research. Most importantly, it had to make complex policy accessible without sacrificing the urgent, authentic voice that would speak truth to power.
We knew from the start that this website needed to punch. The message behind Not Farming is powerful, and the visuals had to match. Working closely with the copy team at Milk & Honey PR, we developed a bold, editorial-style layout – one that felt urgent, credible, and emotionally charged. The color palette drew from deep earth tones that connected viscerally to soil and natural farming, paired with high-contrast combinations for maximum impact and accessibility.
We structured the site around three core content pillars: exposing the problem of industrial farming, showcasing regenerative alternatives, and providing clear pathways for user engagement. The user journey was intentionally direct – land on the homepage, feel something, and then be guided to take action. Whether you’re a policymaker, journalist, or a concerned citizen, the site makes it easy to engage.
We kept animations subtle and meaningful, allowing the stories and facts to take centre stage. Every design decision reinforced the campaign’s core message: European agriculture policy needs fundamental change, and that change starts with citizen action. (Sign the Petition here!)
A SITE THAT SPEAKS UP
The Not Farming campaign launched in Brussels with a clear message and a powerful team behind it. The website serves as the campaign’s digital anchor – a home for facts, calls to action, and the sharp, strategic messaging crafted by Milk & Honey PR.
The project stands as one we’re deeply proud of – not just because the design turned out beautifully (though it did), but because it aligns with our core values. As a studio, we believe design can (and should) support causes that challenge the status quo.
It was an honour to collaborate with a team so driven by purpose, and we’re stoked to have helped bring this message to life.
More of this, please.
