Case Study: Dax’s Farm Brand Workshop

How do you nurture and grow the seed of an idea and turn a vision into a venture that takes root? phD created and facilitated a brand workshop for Dax’s Farm to become a non-profit on a mission to make a difference.

IndustryEducation & Community OutreachClientDax’s FarmEngagementStrategy, Workshop Design & Facilitation, Web & Interactive Design


We met Dino Coppi of Dax’s Farm via a referral from a client. After successful careers in the beauty and restaurant industries, Dino wanted to make a change — and make a difference. While he knew how to run thriving businesses, Dino was less clear about how to start and position his non-profit. He engaged with phD to design and lead a brand workshop and help him clarify his vision, prioritize his ideas for the Farm, and map a clear path forward.

The idea for the Farm came directly after the birth of Dino’s son Dax who was born with Down Syndrome. Dino thought about what life would be like for Dax as he grew up and older. Where would he live? What would Dax do for a living? What would he do when Dino was no longer around?

Dino conceived of Dax’s Farm as a way to provide educational and support services to families and individuals with emotional, behavioral, developmental and physical challenges. Yet, he also recognized the need to deliver services to the broader community to address issues of food accessibility, wellness, and nutritional education.

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phD collaborated with Dax’s Farm to develop goals and objectives for the brand workshop. We invited the advisory board to participate in six group exercises to help consider the most pressing needs of future farm clients, brainstorm and prioritize service lines and messaging, identify ancillary stakeholders, and visualize alternate future states and delivery methods for Dax’s Farm. 

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In advance of the group meeting, phD researched food security issues, wrote stakeholder profiles and converted the studio into an environment conducive to contemplative thinking and open, collaborative discussion. We designed large-scale wall graphics to help frame the issues at hand and provide a visual reminder as to why participants were there.

phD hosted and led a half-day brand workshop, taking participants through exercises focused on empathy and journey mapping, and brainstorming messaging, fundraising and networking opportunities.

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Working with Paul and his team was an amazing experience. I had a very broad concept for a nonprofit and needed to bring it to life. By going through the brand workshop Paul designed for us and addressing compelling questions, we were able to identify key supporters, more clearly understand the needs of our clients, and develop potential services. phD’s workshop delivered an action plan to focus our thinking and efforts, move us forward and open Dax’s Farm. —  

Dino Coppi, Founder  |  Dax’s Farm

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We reviewed participant input and reviewed the results from workshop exercises. We then identified opportunities and developed recommendations for the Farm.

Dax’s Farm is now operational and delivering services at its first location. The Farm’s clients learn social, coping and vocational skills in an agricultural setting.

Dino has plans to expand the farm and its services to future areas, and we continue to work with the Farm as it grows. To learn more, visit

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