Land O'Lakes, Inc.

SXSW Experiential Design


Part think tank and part social experiment, The Copernicus Project exposed SXSW attendees to a new truth: Humans aren’t the top of the food chain. The activation engaged people with unique experiences that informed, amused and inspired. Guests explored important issues while having serious fun. It shifted people’s perspectives on food and changed how they saw Land O’Lakes.

Two people looking at the Land O'Lakes biodiversity activation at South By Southwest

Visual Storytelling. 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.

South by southwest The Coperincus Project Logo

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.

The Copernicus Project at South by Southwest full-page ad in The Washington Post

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.

Inside The Copernicus Project Experiential Activation
Andrew Zimmern quote about the The Land O’Lakes activation at South by Southwest


Land O'Lakes, Inc.


Experiential Design, Branding and Identity, Package Design, Print Collateral, Environmental Design