Role: Art Direction, Design
Type: Professional
Branding and conceptual design for the Oregon Association of Nurseries' Farwest Show: This is an annual show put on at the Portland Convention Center that draws upwards of 10,000 attendees from all over the United States.
I led the art direction for the campaign concept "Far From Ordinary." I sought to connect the persona of those who might attend the show with their very livelihood through key visuals that show the quirky side of those in the nursery industry and a color pallet that mimics the colors seen in nursery country. The imagery and approach to this campaign were unlike anything seen in the nursery industry and made big waves. Even some attendees created their own flower beards and headdresses.
The campaign included national OOH, digital and print advertising as well as signage and branding at the event itself. The results included in a big increase in attendees and greater recognition of the Farwest Show being one of the best of it's type in the whole country.
