Experience Design and Brand Identity
Land O’Lakes
at SXSW
The Copernicus Project was more than an activation, it was a movement with its own visual language. It started with our logo, which paid homage to Copernicus’ discovery of the heliocentric model of our solar system.
A bright color palette was selected to represent our optimistic view of the future. We even created a set of patterns that represented each of the four incredible installations inside the space.
To get the word out about The Copernicus Project, we created a host of printed collateral, including a full-page ad in The Washington Post.
The Truth About Biodiversity
Biodiversity is the variety of life on Earth. The more we have, the healthier our planet and our people are. To tell the story of biodiversity, we created an immersive video experience projected onto 9-foot-high screens.
The Beautiful Food Web
We constructed a gigantic sculpture to show that humans are not at the top of the food chain. We are part of a vast and interconnected web of seemingly unrelated factors.
The Wall of Opinions
In order to measure the impact of The Copernicus Project on our guests, we had to get a sense of their opinions before they entered the space. To do so, we created an interactive art piece in which visitors manipulated a variety of colored strings to represent their thoughts about our food system.
Nanotechnology — Colossal Impact
To show the profound effect that nanotechnology has on our food system, we designed and built an avocado-shaped ball pit. Guests could slide in and deposit a micronutrient to help the avocado thrive.
Hopeless Hoptimist
Food waste is a huge problem. To illustrate the seriousness of this issue and the steps we can take to control it, we made Hopeless Hoptimist, a beer brewed with upcycled bread. Visitors were not only wowed by its deliciousness, but they were also inspired to make a change.
And More!
