What Goes Around
Role:Project Strategy
Exhibit Design
Identity Design
Experiential Graphic Design
Collaborator: Luke McDermott, Project Manager
Duration:Feb - Mar 2025Project Overview:
This was a collaboration with a leading Agricultural Co-Op to breathe new life into their Innovation Hub space. The Co-Op felt that the space had gotten stagnant and was not connecting with the various groups of people that it accommodated.
Through a extensive process of discovery, definement, and design, we ended up executing a phased installation, starting with the ‘Sustainability’ portion of the hub. This included a physical set design, experiential graphics, and a refreshed identity reflecting the renewed purpose the client was looking to foster in the space. The ‘What Goes Around’ exhibit sets the foundation for informing the rest of the Innovation’s Hub refresh.
The design and fabrication was done under an expedited timeline of 5 weeks to coincide with an annual event.
Motion GraphicsBranded Motion Imagery
Discovery Process
To stay true to what the Co-Op sought to achieve within the space, we put in significant time upfront to learn about the Co-Op and the Ag industry at large. Multiple rounds of semi-structured conversations were conducted and extensively coded to derive insights. Collaborating with the client, we worked through priority and alignment of insights. Given the expedited timeline, we chose to address 3 insights for the ‘Sustainability’ exhibit to ensure the experience delivered was precise with intent and impact.
Exhibit Design
The exhibit design centers around sets of box volumes that vary in shape and height level. The dimensionality of the forms intend to encourage movement and discovery within the space. Contrasting the cool and corporate feel of the original hub, the box volumes were designed with plywood materiality to give a natural, human quality. To avoid an overtly informational tone, the exhibit uses a question-and-answer format to be more conversational.
Box volume variations
Drawing plans
Color Explorations
Box.1 - Qty: 1
Box.2 - Qty: 2
Box.3 - Qty: 3
Box.4 (Main Panel) - Qty: 4
Box.2.1 posing a question
Main panel addressing Box.2.1
Box.2.2 posing a question
Main panel addressing Box.2.2
Motion Design One of the exhibit components was to convey the straightforward process of a farmer working with the Co-Op. To bring to life the step list, digital displays and motion visuals were incorporated. The animations combine the visual language of the physical exhibit with motion abstracting each respective step. Additionally, curated media from the Co-Op was incorporated as secondary content.
Sustainability process illustrated
Curated secondary content
More Looks
Imagery of sustainable soy processing facility