WWOOF: Worldwide Opportunities on Organic Farms
/ pr & social media manager
Worldwide Opportunities on Organic Farms (WWOOF) is a worldwide movement to link visitors with organic farmers, promote cultural and educational exchange, and build a global community conscious of ecological farming and sustainability practices. WWOOF was founded in 1971 in the UK and is one of the world’s first educational and cultural exchange programs. Today, WWOOF is in more than 130 countries around the world (and growing). WWOOF organisations operate on a local basis, so please contact the national WWOOF organization directly to join.
As WWOOF’s PR Manager, I lead the Federation of WWOOF Organisations’ PR & Communication Committee. My role includes organizing and managing meetings, delegating tasks, and implementing international promotional strategies that align with WWOOF’s values. I ensure consistent messaging across 60 National Associations, create visually engaging presentations, and design branded assets to support global PR initiatives. Additionally, I collaborate with other committees to help unite, promote, and protect the WWOOF movement worldwide.
Alongside my PR responsibilities, I serve as WWOOF’s lead social media manager. I create original visual content, such as member testimonials and educational articles for our blog, to enhance WWOOF’s sense of community and its commitment to agroecology. 🌎🌱
Explore the project’s I’ve created with WWOOF:
PR TABLE OF CONTENTS:
/ 1. communications guide & toolkit
/ 2. visual identity guide
/ 3. wwoof.net website redesign
/ 4. 2024 calendar
SOCIAL MEDIA TABLE OF CONTENTS:
/ 1. explainer animation, CLICK HERE TO VIEW [TBA]
/ 2. original creative content, @WWOOF [TBA]
WWOOF Communications Guide & Toolkit
/ editorial design + copywriting
As WWOOF’s PR & Social Media Manager, I designed and produced the WWOOF Communications Guide & Toolkit to provide WWOOF staff with better ways to communicate their values, tell their stories through social media, and promote their events & initiatives! Collectively with WWOOF’s PR Committee, we wrote the 35-page booklet as a means to strengthen these values and messaging, plus organising the communication resources. Once the content was finalized, I led the project as the primary designer and producer, ensuring the booklet was both visually engaging and practical.
The guide fully came to life in September 2023, when I had the pleasure of presenting it at the WWOOF international meeting in Canada. Staff from over 20 countries came together to discuss and share ideas on how we can strengthen the WWOOF movement, the Guide being a major pillar of this. Together with the PR Committee, we’ve created a long-lasting tool for all WWOOF Coordinators & Staff to use around the 🌎🌱
WWOOF Visual Identity Guide
/ branding + presentation deck
This Visual Identity Guide I designed alongside the PR Committee is a comprehensive 61-page document designed to establish and maintain consistent brand recognition. It outlines essential visual elements including logos, colors, typography, and imagery, offering a clear framework for communicating the organization's core values. The guide not only ensures the proper application of WWOOF's visual identity across various platforms, but also supports the evolution of the brand over time. Intended for all National WWOOF associations, this resource provides detailed specifications on logo usage, color schemes, typography choices, and visual layout to ensure cohesion and clarity in all WWOOF-related communication.
View the full design here.
WWOOF.net Website Redesign
/ project management + creative direction
In 2024, I had the pleasure of leading the WWOOF.net website redesign as both Project Manager and Creative Director. This involved setting the creative vision, defining strategy, and overseeing execution to ensure a user-friendly, visually cohesive, and mission-aligned digital experience. My role included developing the creative brief, establishing deadlines, and coordinating meetings between UX designers, IT, and the PR committee to align goals and streamline collaboration. Beyond planning, I managed the project’s execution—ensuring the new design was properly implemented—and led the announcement and launch strategy to introduce the refreshed website to the WWOOF community. 🌱
View the full design of WWOOF’s main website, wwoof.net here.
& to view sister sites of National WWOOF organizations, such as WWOOF USA, click here.
2024 Calendar
/ design + pr
The 2024 WWOOF Calendar is a heartfelt tribute to our global community, created as a collaborative effort between the PR committee and me, with my role as the graphic designer and project manager. I was responsible for designing the layout, collecting content and materials, and preparing the calendar for print in five languages—English, Italian, Spanish, French, and German. More than just a calendar, it serves as a thank-you gift for our dedicated WWOOFers and hosts, an expression of gratitude, and is included in welcome packets for new hosts (see 2023’s welcome pack above). Filled with inspiring stories from WWOOFers and hosts around the world, it celebrates the connections, experiences, and shared values that make WWOOF so special.