Iowa Farm Experience
Role:Creative Direction
Art Direction
Collaborator: Molly Carrick, Developer
Lakin Jenkins, Developer
Miguel Kunkle, 3D Modeler
Luke McDermott, Project Manager
Clara Schaff, Project Manager
Duration:Jun - Aug, 2024Project Overview:
The Iowa Food and Family organization partnered with our team to create an engaging and immersive experience for visitors to engage with across the 11 day Iowa State fair. We created an interactive Color-And-Scan experience that let visitors color in an animal/crop of choice. They could then scan their coloring sheet into a digital farm world. We additionally worked on an web experience that visualized the farm-to-table process of select Iowan farm industries.
Segment of digital farm
Process
Given an open ended prompt, the project was initiated with a broad exploration phase. The team and I pooled together references across various design aspects. Refined concepts were put together using those reference bits along with continued idea development. Our concepts were represented to the client with diagramming and digital visualizations.
Site inspection of the atrium space
Some of the inspiration across various design aspects
Visualizing concepts in spaceVisualizing concepts in space
Various experience idea visualizations
Color-And-Scan Experience Design
The client was strongly interested in moving forward with the Color-and-Scan station experience. Instead of centering around a story, our focus switched to making that experience the focal point of the space.
Blockouts for digital farm
Color explorations
Coloring sheet designs
Mockup of coloring station and TV setup
Farm-To-Table Web Experience
The Farm-To-Table mobile webpage was designed to complement the client’s branding as well as the Color-And-Scan experience. Each farm had five different animations representing five main steps of each farm process.
Webpage mockups
In Action
Where everything comes together. An enriching project where I got to nurture an idea and see it come together with our team across a physical and digital experience.