Zoetis - Heritage Feeds Tomorrow
An event identity and guest experience designed to extend Zoetis’ presence beyond the World Pork Expo, bringing the Heritage Feeds Tomorrow campaign to life while deepening client relationships and doubling attendance year over year.
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
My Role
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
Concepts
Guest Journey
Survey Responses Grew from 3 to 70+
A punch-card engagement strategy and on-site incentive seamlessly turned guest participation into valuable post-event feedback., creating new data and measurable ROI.
“You nailed branding… Holy cow, the team thought of everything!”
— Zoetis
Event attendance increased from 60 to 108, doubling YOY
Clear wayfinding, campaign-led storytelling, and an intentionally designed guest flow encouraged exploration and extended dwell-time, transforming the offsite (conference) event into a must-attend experience.