Reimagining Dairy's Future
Client:
Industries:
- Agriculture
- Rural Lifestyle
Services:
- Creative and Content
- Strategy and Planning
- Audience Engagement
- Public Relations
Dairy Management Inc. (DMI) came to us with a big goal for the Joint Annual Meeting, co-hosted with National Milk Producers Federation (NMPF) and United Dairy Industry Association (UDIA).
Helping Reimagine Dairy's Future
Dairy Management Inc. (DMI) came to us with a big goal for the Joint Annual Meeting, co-hosted with National Milk Producers Federation (NMPF) and United Dairy Industry Association (UDIA). They wanted to create a space where farmers felt connected, inspired, and at ease as they navigated a multi-floor venue packed with sessions, networking events, and the latest updates in dairy. The hotel location presented a unique challenge: multiple levels, a confusing layout, and limited signage. The mission was clear: unite the branding for all three organizations and make the experience feel seamless and inviting for every attendee.
Creating a Purposeful Experience
Our team worked closely with DMI to build an experience that felt purposeful and accessible for farmers. We focused on strong wayfinding and clear, intuitive branding, so attendees could focus on the event rather than navigating the venue.
An Experience That Creates Action
Comprehensive Lobby Signage: Placed strategically to guide farmers from the lobby to each breakout and gathering space.
Adapted Graphics for Unique Structures: Adjusted designs to fit challenging features, such as oval pillars and angled escalators, so that every graphic looked intentional and professional.
Branded Hotel Keys: Added a personal touch with hotel keys featuring unique designs, which became keepsakes and conversation starters among attendees.
Collaborative Vendor Coordination: Partnered with four vendors to ensure timely, precise installations and adjustments throughout the event.
Wayfinding Signage at Every Turn: Included signs at strategic locations, helping farmers locate key event areas like registration, breakout rooms, and networking lounges.
Clear Zone Segmentation: Designated areas for networking, breakout sessions, and main presentations, creating “zones” that allowed farmers to easily recognize the type of space they were entering.
The response from farmers and DMI couldn’t have been better.
The branding didn’t just help people find their way—it made the space feel familiar and welcoming. In fact, 91% of event survey respondents said they would recommend the event to other farmers.
Farmers appreciated the thought put into the small details, from the hotel keys to the clear, easy-to-follow signage. For the attendees, it meant focusing on what they came for: connection, learning, and pride in the dairy industry.
