Potato Growers Summit
ART DIRECTION/ DESIGN
The Ask
Develop the look and feel for the 2025 Potato Grower’s Summit in Plano, TX
that integrates and visually supports the existing meeting logo.
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Meeting theme: Perform to Potential
Possible tagline: “Behind every great chip is a great potato”
Can also integrate the “seed to shelf” idea/fun fact
For imagery, can pull from PepsiCo DAM and/or use Stock sites
Can show PFNA PC brands imagery and branding
(Lay’s, Ruffles, Miss Vickie’s)
The Key Visual
Keeping our audience and end execution in mind, I created a design where vibrant colors meet hand-drawn elements, celebrating the craft and authenticity of farmers’ work. By incorporating illustrations with photography, the design has an organic feel that relates to the event's key subject. I wanted the look and feel to work in a corporate event setting while retaining a human, hand-crafted element that nods to our audience. This also created an adaptable visual system that could flex across multiple print and digital elements while still telling one cohesive story.
With my team, we brought this design to life. The hotel meeting lobby transformed with patterns, duotones, and illustrations celebrating the people who's hard work creates the snacks we love!
