Zoetis – Heritage Feeds Tomorrow

Event identity and guest experience for a pork industry leader, doubling attendance YOY.

Zoetis wanted to extend its presence beyond the crowded World Pork Expo by hosting a memorable client event that deepened relationships and brought the Heritage Feeds Tomorrow campaign to life. Every touchpoint needed to feel intentional, on-brand, and measurable.

 

My Role & Scope

I led concept development, event identity, and environmental design while collaborating with marketing and vendors to deliver a seamless experience.

Event Identity · Experiential Design · Journey Mapping · Environmental Graphics · Vendor Coordination

The Approach

We focused on experience design and behavioral engagement, creating a destination that felt fun, casual, and story-driven.

  • Mapped the guest journey to reduce friction and extend dwell time

  • Used punch-card and survey incentives to drive participation and collect insights

  • Reinforced the campaign through immersive graphics, signage, and branded details

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