The idea was to try to be modular in design, but get away from the robotic technoloigcal feel of modular aesthetics. A good natural metaphor? - square plots of land. 
The reality of small-scale farming is that photographs of the work underway often involve an almost dizzying array of colours, shapes, textures, and light. For a single photograph, this is not an issue, but placing multiple images on a poster creates extreme busyness. 
Without access to photographs that have neatly isolated elements, moving to black and white removed one element of intricacy. Now, when viewers look at the materials, they can focus on the interesting shapes and forms. 
Given the organization's nature, open source type was used. You are looking at Karla and Cormorant.
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