THE CHALLENGE

Wedding shows are busy environments. Couples move through rows of vendors collecting brochures, scanning displays and absorbing an enormous amount of information in a short period of time.

We were introducing a property with considerably more to discover than could fit comfortably on a sign or sales sheet.

The challenge wasn’t simply getting attention.

It was helping someone quickly understand the different ways they could experience Mountain Field Farm without turning the booth into a wall of information.

THE IDEA

OPEN THE DOOR TO YOUR STORY.

The concept was literal.

Six doors became six opportunities to discover something different about the farm.

Rather than putting every offering in front of someone at once, each door invited them to open it and find what was behind it—using imagery and a simple takeaway to introduce another part of the Mountain Field Farm experience.

The booth itself became the navigation.

FROM INFORMATION TO DISCOVERY

There’s a different feeling between being told everything a business offers and discovering something for yourself.

That became the organizing principle.

Each door gave us a physical way to separate the information while keeping everything connected to one larger story. Couples could move through the experience at their own pace, opening the doors that interested them rather than being asked to absorb an entire sales pitch at once.

It made a complex offering easier to understand—and made the act of learning about it part of the experience itself.

FROM CONCEPT TO PHYSICAL SPACE

This is one of my favorite places to work: where an idea has to leave the screen and survive in the real world.

The concept had to become an actual booth—within a fixed footprint, surrounded by other vendors, while accommodating photography, flowers, printed materials, conversation and the practical realities of people moving through the space.

I developed the concept and creative direction, then carried it through the visual and physical experience: the doors, imagery, messaging, printed takeaways, spatial layout and the way each piece connected back to the larger Mountain Field Farm brand.

The flowers were grown on the farm and became part of that story too—not simply decoration, but another tangible expression of what couples could experience there.

THE THROUGH LINE

The final experience didn’t ask a wedding-show booth to explain 22 acres.

It gave people a way in.

Six doors. Six discoveries. One property with a lot more behind it.

And that’s often where I find the most interesting creative problems: not asking how we can say more, but finding a better way for someone to understand what’s already there

PROJECT DETAILS

Mountain Field Farm
Palmer, Alaska

My Role
Strategy · Concept Development · Construction · Creative Direction · Experiential Design · Messaging · Photography