Devenir Paysanne Paysan

For several years, the professions of working the land and living beings have seen a resurgence of interest. Numerous public agricultural training centers exist, whether to train novices or deepen the skills of knowledgeable individuals. However, there was no space bringing together the best public training programs to give a voice, a striking force to this movement, and to facilitate the processes for future women and men farmers. Initiated by CFPPA Le Robillard, the collective Devenir Paysanne Paysan was born.

The objective? To tell the story of the movement, provide access to a catalog of training courses throughout metropolitan France and the DOM TOM, and connect future learners with the centers of the collective. The success was immediate, as, even before the website launch, 27 centers were integrated into the collective with a catalog of nearly 80 training courses.

"We were keen to help make these professions and the issues they carry for society and the environment more visible. From the creation of the collective project to that of its identity and then the website, we worked hand in hand with our client to give (long) life to Devenir Paysanne Paysan."

Marion, Consulting Director, 148 Agence Collective 

Addressing beginners or professionals wishing to upskill, offering short or long training sessions, with a wide variety of themes, in numerous centers nationwide…: 148 Agence Collective has carried out a identity, UX, and architecture work capable of responding to this multiplicity characteristic of collectives, while maintaining overall coherence.

The identity had to meet both premium criteria and those related to the agricultural universe. We called upon a strong typography, nuanced by the transparency of the stylized plant motif and available in several colors. From this identity and its principles arose the artistic direction of the site, the first bond of this multiplicity. Indeed, regardless of the training, its theme or location, the graphic universe encompasses and unifies: thus, the colors, typographies, and types of content are the same.

We then focused on the pathways and the architecture of the content: two main pathways (I want to discover / I want to settle) guide the user throughout their visiting experience towards two major types of corresponding training (Short courses / Long courses), gathered in a single catalog. Everything then plays out in a system of filters and sorting of this catalog: the major themes of land and living organisms, then the more focused sub-themes, modalities, and location.

Still in this logic of simplifying the experience, we reduced the number of entries on the site: one is dedicated to explaining what the Collective is, two others for its news and the informational events it organizes; and finally, the contact page. The essence of the horizontal weave relies on training pathways, but also on registration for events, which conclude with a contact initiation.

The site's conversion objective being to connect a potential learner with a training center, we established a system of contact forms that link the collective administrators, the concerned center, and the user themselves.