DFA Global HQ

GLOBAL HEADQUARTERS / Conceptual Design

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

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The modern day farmer is everything you think they should be: dedicated, hard working, noble and rooted in family. However, they are also sophisticated, smart, innovative businessmen/women that are the proud owners of one of this country’s most prized institutions…

The Dairy Farmers of America.

branding strategy To develop an exciting environment where farmers and executives alike can feel educated, inspired and connected.

To educate them on the long journey milk takes to get from the farmer’s land to the kitchen table.

To inspire them by reinforcing the key values and forward-thinking vision of the organization.

To connect them through a shared love of milk and help to grow that relationship and expand upon it.

SPATIAL EXPERIENCE spatial experience

EN

TR M AN AI CEN

N Welcome . Brand Intro . Educational Community . Social Cultural . Business Development . Motivational

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

WELCOME AREA

COMMUNITY . COMMON AREAS

MOTIVATIONAL . PROFESSIONAL

This is the front porch.

• Intro to all visitors.

• Needs to be fun, brand sophisticated.

• Message broad, yet engaging.

• Campaign Heavy

This area is about coming together.

• Casual atmosphere.

• Message about culture.

• Lighter about focus, more about the details of business.

• Campaign Medium Light

• Message fun but traditional • Different parts of company; educational but more “insider”.

• Detail heavy

All information contained in this drawing is the sole property of DIMENSIONAL INNOVATIONS. ©2016. dimin.com

SPACE ALLOCATION space allocation

LEVEL 2

LEVEL 1

LEVEL 3

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

ARCHITECTURAL FORM

BRANDING (WHAT’S YOUR MILK STORY)

• Lobby Area; Fluidity Wall & Desk • Milk Bar Area

• Interactive Area; Storytelling & Technology Experience • Emotional Connection to DFA Brand • Communicate Farm to Fork Message • Product Education

All information contained in this drawing is the sole property of DIMENSIONAL INNOVATIONS. ©2016. dimin.com

VERTICAL CIRCULATION vertical circulation Educational Circulation EducationalMessage Message/ Brand / Brandin inVertical Vertical Circulation

LEVEL 3

EXECUTIVE Vision & Strategy

LEVEL 2

DFA STAFF/FARMER OWNER Process & Growth

LEVEL 1

VISITORS Entertain & Educate

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

All information contained in this drawing is the sole property of DIMENSIONAL INNOVATIONS. ©2016. dimin.com

hok paint finishes Sherwin Williams Paint Swatches

HOK PAINT FINISHES

GLOBAL HEADQUARTERS

AURA WHITE R: 222 G: 226 B: 228 Hex Value: #dee2e4

PUSSYWILLOW R: 178 G: 173 B: 164 Hex Value: #b2ada4

DOVETAIL R: 144 G: 138 B: 131 Hex Value: #908a83

SHOW STOPPER R: 164 G: 46 B: 55 Hex Value: #a42e37

OFFBEAT GREEN R: 156 G: 139 B: 31 Hex Value: #9c8b1f

MAJOR BLUE R: 40 G: 158 B: 196 Hex Value: #289ec4

IRON ORE R: 67 G: 67 B: 65 Hex Value: #434341

HUMOUROUS GREEN R: 198 G: 184 B: 54 Hex Value: #c6b836

SUNFLOWER R: 227 G: 154 B: 51 Hex Value: #e39a33

FORM & BRANDING

02.08.16

GRIZZLE GRAY R: 99 G: 101 B: 98 Hex Value: #636562

DANUBE R: 35 G: 119 B: 162 Hex Value: #2377a2

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reference imagery Preliminary Concept Selected Imagery

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

All information contained in this drawing is the sole property of DIMENSIONAL INNOVATIONS. ©2016. dimin.com

visual communication Farm to Table and Product imagery

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

All information contained in this drawing is the sole property of DIMENSIONAL INNOVATIONS. ©2016. dimin.com

lobby wall sculpture Welcome Area

Sophisticated Expression

The vertical expression is based on complex layers intertwining at the x and y-axis. The fluid form is configured of milk gloss material that is adjoined to a glass wall.

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

All information contained in this drawing is the sole property of DIMENSIONAL INNOVATIONS. ©2016. dimin.com

lobby reception desk Welcome Area

Lobby Desk

The fluid form is similar in approach as the vertical expression. The desk formation uses varying layers of milk gloss material and matte material at the desk base.

FRONT ELEVATION

PERSPECTIVE VIEW

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

FRONT ELEVATION

PLAN

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concept 1

fresh moder n This concept is based on farm to table and product representation. Each branded area illustrates products that have been repurposed by dairy farmer owners. (i.e. reclaimed barn wood wall was provided by Weber Farms.) The concept intent establishes a fresh, modern atmosphere, exemplified through a tone on tone approach complimented by simple color blocking.

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

All information contained in this drawing is the sole property of DIMENSIONAL INNOVATIONS. ©2016. dimin.com

concept 1 Style Board

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

All information contained in this drawing is the sole property of DIMENSIONAL INNOVATIONS. ©2016. dimin.com

concept 1 Attributes

Word List:

Color Palette:

authentic refined cool

Textures/Materials:

Typography: DIN

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*() DIN SCHRIFT

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*()

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

All information contained in this drawing is the sole property of DIMENSIONAL INNOVATIONS. ©2016. dimin.com

concept 1 Vertical Brand Story

LEVEL 3 LEVEL 2 LEVEL 1

COLOR BRANDED VERTICAL LEVELS

Each floor is color branded based on DFA’s primary brand palette.

EXAMPLE TREATMENT

One example of how this is transformed into the vertical space is the tone on tone dimensional letterform has a color edge treatment; Level 1 is blue, Level 2 is red, and Level 3 is white.

DFA White

Level 3 symbolizes white, which

LEVEL 3

represents the end product

DFA Red at common spaces Level 2 denotes red, which is signified by the

LEVEL 2

red dairy barn (where milking process occurs)

DFA Blue at public spaces Level 1 represents blue, symbolizes sun-up

LEVEL 1

GLOBAL HEADQUARTERS

to sundown work ethic of the dairy farmer

FORM & BRANDING

02.08.16

LEVEL 1

LEVEL 2

All information contained in this drawing is the sole property of DIMENSIONAL INNOVATIONS. ©2016. dimin.com

LEVEL 3

concept 1 Welcome Area

Lobby Interactive Wall

This interactive screen that allows users to share their whole milk story. The intent is to map their story and region location to help connect the DFA community. Also shown is a milk gloss panel system complimented with a bold typography application.

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

All information contained in this drawing is the sole property of DIMENSIONAL INNOVATIONS. ©2016. dimin.com

concept 1 Welcome Area

Lobby Interactive Wall

Storytelling and technology provide leverage to enhance the experience for general public and employees.

Milk gloss panel system

WHOLE

User Testimonial Area Interactive Screen Aluminum frame system, Symbolizes the milk process, bulk tank.

MILK STO RY

NOTHING BUT THE MILK

INFO PANEL

R e cy cle d m ilk c a p s d o n a t e d by

W E B E R DA I RY FA R M

Dairy Farmer Owner Repurpose Program The products are recycled and repurposed within the new branded space.

Dimensional letterforms made from recycled milk caps Tone on tone with DFA blue edge finish

Aluminum wall base to match frame system

Minimal monotone graphic applied to panel system

01 Elevation SCALE: NTS

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

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concept 1 Community . Common Area

Milk Bar Area

This minimal design approach includes oversized letterforms and display shelves to highlight DFA brands and products. The product is shelved in recessed display niche with reclaimed barn wood finish.

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

All information contained in this drawing is the sole property of DIMENSIONAL INNOVATIONS. ©2016. dimin.com

concept 1 Community . Common Area

Milk Bar Area

Exemplified are two different design concepts.

FiguredFigured cut outcut letters, out letters, stainless stainless finish finish Dimenionsal Dimenionsal tone one tone tone onemessaging tone messaging and brand and logos brand applied logos applied to surface. to surface.

Connects Connects with milk with storage milk storage silos/tanks silos/tanks at the milk at the bar. milk bar.

Tone on Tone tone, ondimensional tone, dimensional letterform, letterform, halo-lithalo-lit

Custom Custom shelving shelving to symbolize to symbolize milk formation milk formation

THETHE KEMPS KEMPS LIVELIVE REALREAL FARMS FARMS GUIDA’S GUIDA’S DAIRY DAIRY DEANS DEANS DAIRY DAIRY BORDEN BORDEN CALIFORNIA CALIFORNIA GOLD GOLD

R e cla im e d ba r nRwo e cla o dimfro e dmba : r n wo o d fro m :

WEBER DAIRY WEBERFARM DAIRY FARM

0101

Elevation Elevation SCALE: SCALE: NTS NTS

GLOBAL HEADQUARTERS

Dairy Farmer Dairy Farmer OwnerOwner Repurpose Repurpose Program Program Recessed Recessed display,display, reclaimed reclaimed Reclaimed Reclaimed wood repurposed, wood repurposed, provided provided wood finish woodto finish match to match existingexisting from Weber from Weber Dairy Farm Dairy Farm

FORM & BRANDING

02.08.16

Elevation Elevation alternate alternate 0202 SCALE: SCALE: NTS NTS

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concept 1 Motivational . Professional

Conference Room

Employed cow branding iron to convey DFA’s six core values on reclaimed wood wall.

The branded wall is joined by dimensional wood panel system. The wood panel system is interchangeable and allows for flexible messaging in the space. Also, the reclaimed wood was provided by Weber Dairy Farms.

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

All information contained in this drawing is the sole property of DIMENSIONAL INNOVATIONS. ©2016. dimin.com

concept 1 Motivational . Professional

02 Plan

Recessed LED lights

Dimensional wood panel system

SCALE: NTS

Wood header, with recessed LED lights

Reclaimed Barn Wood, Provided by Weber Dairy Farms

Changeable and flexible messaging

Dimensional wood panel system W E L C O M E FA R M E R OW N E R Reclaimed b arn wood from

Branded iron applied to wood surface.

WEBER DAIRY FARM

D FA VA LUES

01 Elevation SCALE: NTS

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

All information contained in this drawing is the sole property of DIMENSIONAL INNOVATIONS. ©2016. dimin.com

concept 1 Motivational . Professional

Level 2 Lounge Area

This space exemplifies timeless framed imagery that conveys the farm to table methodology.

Dimensional tone on tone letterforms conveys messaging for the space. (Shown is just a placeholder.) Dimensional grass form helps the user connect to the pasture farm life. The grass symbolizes the dairy cattle grazing in a field.

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

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concept 1

2” thick letterforms, white matte finish with PMS1795 edge treatment

Motivational . Professional

DFA messaging as background, minimal tone on tone

DFA IS A MILK MARKETING COOPERATIVE AND DAIRY FOODS PROCESSOR DEDICATED TO DELIVERING VALUE TO MEMBERS THROUGH SECURE MARKETS, COMPETITIVE PRICING AND INCREASING VALUE THROUGHOUT THE ENTIRE DAIRY CHAIN. DFA IS A MILK MARKETING COOPERATIVE AND DAIRY FOODS PROCESSOR DEDICATED TO DELIVERING

Level 2 Lounge Area

VALUE TO MEMBERS THROUGH SECURE MARKETS, COMPETITIVE PRICING AND INCREASING VALUE THROUGHOUT THE

Exemplified are two different design concepts.

ENTIRE DAIRY CHAIN. DFA IS A MILK MARKETING COOPERATIVE AND DAIRY FOODS PROCESSOR DEDICATED TO

DFA FARMER

DELIVERING VALUE TO MEMBERS THROUGH SECURE MARKETS, COMPETITIVE PRICING AND INCREASING VALUE THROUGHOUT THE ENTIRE DAIRY CHAIN. DFA IS A MILK MARKETING COOPERATIVE AND DAIRY FOODS PROCESSOR DEDICATED TO DELIVERING VALUE TO MEMBERS THROUGH SECURE MARKETS, COMPETITIVE PRICING AND INCREASING VALUE THROUGHOUT THE ENTIRE DAIRY CHAIN.DFA IS A MILK MARKETING COOPERATIVE AND DAIRY FOODS PROCESSOR DEDICATED TO DELIVERING VALUE TO MEMBERS THROUGH SECURE MARKETS, COMPETITIVE PRICING AND INCREASING VALUE THROUGHOUT THE ENTIRE DAIRY CHAIN.DFA IS A MILK MARKETING COOPERATIVE AND DAIRY FOODS PROCESSOR DEDICATED TO DELIVERING VALUE TO MEMBERS THROUGH SECURE MARKETS, COMPETITIVE PRICING AND INCREASING VALUE THROUGHOUT THE ENTIRE DAIRY CHAIN.

02 Elevation alternate SCALE: NTS

FCO letterforms, Tone on tone with DFA brand red edge finish

Simplistic tone on tone framing system, Imagery conveys farmer owner and dairy process, TYP

DFA FARMER

01 Elevation

Dimensional, layered grass form

SCALE: NTS

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

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concept 1 Motivational . Professional

Level 3 Lounge Area

Dimensional messaging forms layered with acrylic panel system. Vinyl messaging applied to acrylic surface. Please note, placeholder messaging shown.

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

All information contained in this drawing is the sole property of DIMENSIONAL INNOVATIONS. ©2016. dimin.com

concept 1 Motivational . Professional

Level 3 Lounge Area

This design approach exemplified dimensional messaging as the background and layered acrylic panel. However, the design could also be a wall graphic without the layering of materials.

Farm to tablemessaging as background, minimal tone on tone

LOREM IPSUM DOLOR SIT AMET, CONSECTETUR ADIPISCING ELIT, SED DO EIUSMOD TEMPOR INCIDIDUNT UT LABORE ET DOLORE MAGNA ALIQUA. UT ENIM AD MINIM VENIAM, QUIS NOSTRUD EXERCITATION ULLAMCO LABORIS NISI UT ALIQUIP

FARM

Color blocking acrylic panel system, white vinyl messaging applied to surface

TO TABLE

EX EA COMMODO CONSEQUAT. DUIS AUTE IRURE DOLOR IN Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do REPREHENDERIT IN VOLUPTATE VELIT ESSE CILLUM DOLORE eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad EU FUGIAT NULLA PARIATUR. EXCEPTEUR SINT OCCAECAT minim veniam, quis nostrud ullamco laboris nisi ut CUPIDATAT NON PROIDENT, SUNT IN exercitation CULPA QUI OFFICIA DESERUNT MOLLIT ANIM ID EST Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt

01 Elevation SCALE: NTS

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

All information contained in this drawing is the sole property of DIMENSIONAL INNOVATIONS. ©2016. dimin.com

concept 1 Brand Family

LIVE REAL FARMS KEMPS

WHOLE

DEANS DAIRY GUIDA’S DAIRY CALIFORNIA GOLD BORDEN

W E L C O M E FA R M E R O W N E R R ecl ai med b ar n wood from

W E BE R DAI RY FARM

MIL K STORY

Reclaimed barn wood from:

WEBER DAIRY FARM

NOTHING BUT THE MILK

INFO PANEL

DFA VAL U E S

Lobby Interactive Wall

Milk Bar Area

LOREM IPSUM DOLOR SIT AMET, CONSECTETUR ADIPISCING ELIT, SED DO EIUSMOD TEMPOR INCIDIDUNT UT LABORE ET DOLORE MAGNA ALIQUA. UT ENIM AD MINIM VENIAM, QUIS

FARM

DFA FARMER

NOSTRUD EXERCITATION ULLAMCO LABORIS NISI UT ALIQUIP EX EA COMMODO CONSEQUAT. DUIS AUTE IRURE DOLOR IN Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do REPREHENDERIT IN VOLUPTATE VELIT ESSE CILLUM DOLORE eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad EU FUGIAT NULLA PARIATUR. EXCEPTEUR SINT OCCAECAT minim veniam, quis nostrud exercitation ullamco laboris nisi ut CUPIDATAT NON PROIDENT, SUNT IN CULPA QUI OFFICIA DESERUNT MOLLIT ANIM ID EST Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt

TO TABLE

Level 2 Lounge Area

GLOBAL HEADQUARTERS

Conference Area

Level 3 Lounge Area

FORM & BRANDING

02.08.16

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concept 2

a milk story Capturing the beauty of milk through its various states of fluidity.

Whether it be static, splashing or in full stream, the form will take on a larger than life scale.

This concept will help to bridge the beauty and dimension of the lobby sculpture by incorporating it into the branding. The forms will be displayed in a design system that will also exhibit other textures and materials to help tell the story of milk.

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

All information contained in this drawing is the sole property of DIMENSIONAL INNOVATIONS. ©2016. dimin.com

concept 2 Style Board

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

All information contained in this drawing is the sole property of DIMENSIONAL INNOVATIONS. ©2016. dimin.com

concept 2 Attributes

Word List:

Color Palette:

contemporary playful dynamic approachable

Textures/Materials:

Typography:

Helvetica Neue abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*()

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

All information contained in this drawing is the sole property of DIMENSIONAL INNOVATIONS. ©2016. dimin.com

concept 2 Welcome Area

Lobby Interactive Wall

At a glance this wall will appear to be a cascading wall made up of thousands of bubbles, by further interaction you become aware that they are not just bubbles, they are all unique profiles of DFA affiliates. Like a bubble, not everyone is the same. This is the DFA social network.

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

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concept 2 Welcome Area

Lobby Interactive Wall

the story of milk

01 Elevation

Walnut Wood Wall

Inset Touch Screen

SCALE: NTS

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

All information contained in this drawing is the sole property of DIMENSIONAL INNOVATIONS. ©2016. dimin.com

concept 2 Community . Common Area

Milk Bar Area

This space utilizes the overarching theme of a modular grid system. Through the many components it tells a story of the industry through material, products and the beauty of milk.

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

All information contained in this drawing is the sole property of DIMENSIONAL INNOVATIONS. ©2016. dimin.com

concept 2 Community . Common Area

Milk Bar Area bubble cluster chandelier

Raised Dimensional Letters

Dimensional textured wall

01 Elevation

Walnut Inlay

Inset LED strip lighting

SCALE: NTS

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

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concept 2 Motivational . Professional

Conference Room

The large walnut wall juxtaposes the modern type treatment and color blocking of the glass panel. The inset lights give a modern spin to the natural raw wood.

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

All information contained in this drawing is the sole property of DIMENSIONAL INNOVATIONS. ©2016. dimin.com

concept 2 Motivational . Professional

Conference Room

The all wood wall will give the room a sense of warmth and compliments the adjacent wall color and green carpet.

play. create. listen. engage. imagine.

Sed ut perspiciatis unde omnis iste natus error sit voluptatem voluptatem Sed ut perspiciatis unde omnis iste natus error sit voluptatem voluptatem Sed ut perspiciatis unde omnis iste natus error sit voluptatem voluptatem

01 Elevation

Walnut Wall

Inset Strip Lighting

SCALE: NTS

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

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Raised Lettering

concept 2 Motivational . Professional

Level 2 Lounge Area

This modular grid system helps to tell the complex story of milk in a simple way. By developing quadrants, you can begin to break down the story through materials, textures, stories, quotes and how they all connect. The commanding focus will be that of the DFA mission and vision.

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

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concept 2 Motivational . Professional

Level 2 Lounge Area

The beauty of the grid is its flexability. It could take on many different designs throughout the building. Walls could be as simple or as complex as you would like. Endless possibilities.

3-dimensional milk form

thrive. work. network. connect.

Walnut

Brushed Stainless Steel

White solid form frame raised to create grid structure

Sed ut perspiciatis unde omnis iste natus error sit voluptatem voluptatem Sed ut perspiciatis unde omnis iste natus error sit voluptatem voluptatem Sed ut perspiciatis unde omnis iste natus error sit voluptatem voluptatem

01 Elevation

Cement with texture

1/2” Colored Acrylic

SCALE: NTS

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

Raised Lettering

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concept 2 Motivational . Professional

Level 3 Lounge Area

Because this system is modular, it enables you to refresh components later down the line. In this particular space there are TV screens behind the messaging. This video will be subtle, slow moving footage, so as to not distract (ie. processing, slow moving cattle, milk churning).

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

All information contained in this drawing is the sole property of DIMENSIONAL INNOVATIONS. ©2016. dimin.com

concept 2 Motivational . Professional

Level 3 Lounge Area

While there will be many components in this particular concept, the keywords of the DFA mission and vision will always remain the main focal point.

3-dimensional milk form

work. network. thrive. imagine. vision.

1/2” Colored Acrylic raised over tv screens

Brushed Stainless Steel

White solid form frame raised to create grid structure

Sed ut perspiciatis unde omnis iste natus error sit voluptatem voluptatem Sed ut perspiciatis unde omnis iste natus error sit voluptatem voluptatem Sed ut perspiciatis unde omnis iste natus error sit voluptatem voluptatem

01 Elevation

Walnut

Inset Strip Lighting

Raised 1/2” Colored Acrylic

SCALE: NTS

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

All information contained in this drawing is the sole property of DIMENSIONAL INNOVATIONS. ©2016. dimin.com

concept 2 Brand Family

play. create. listen. engage. imagine.

Sed ut perspiciatis unde omnis iste natus error sit voluptatem voluptatem Sed ut perspiciatis unde omnis iste natus error sit voluptatem voluptatem

the story of milk

Sed ut perspiciatis unde omnis iste natus error sit voluptatem voluptatem

Lobby Interactive Wall

Milk Bar Area

Conference Area

thrive. work. network. connect.

vision.

Sed ut perspiciatis unde omnis iste

Sed ut perspiciatis unde omnis iste natus error sit voluptatem voluptatem

natus error sit voluptatem voluptatem

Sed ut perspiciatis unde omnis iste

Sed ut perspiciatis unde omnis iste

natus error sit voluptatem voluptatem

natus error sit voluptatem voluptatem

Sed ut perspiciatis unde omnis iste

Sed ut perspiciatis unde omnis iste

natus error sit voluptatem voluptatem

natus error sit voluptatem voluptatem

Level 2 Lounge Area

GLOBAL HEADQUARTERS

Level 3 Lounge Area

FORM & BRANDING

02.08.16

All information contained in this drawing is the sole property of DIMENSIONAL INNOVATIONS. ©2016. dimin.com

concept 3

connections Milk—The material that binds us. From the farmer’s land to the kitchen table. The story of milk is a story about connections. This concept helps to tell that story through a visual narrative based on vivid imagery from the dairy milieu. To further enrich everyone of the mission and vision of DFA.

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

All information contained in this drawing is the sole property of DIMENSIONAL INNOVATIONS. ©2016. dimin.com

concept 3 Style Board

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

All information contained in this drawing is the sole property of DIMENSIONAL INNOVATIONS. ©2016. dimin.com

concept 3 Attributes

Word List:

Color Palette:

modern sophisticated innovative original

Textures/Materials:

Typography:

Canaro abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*() Avenir abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*()

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

All information contained in this drawing is the sole property of DIMENSIONAL INNOVATIONS. ©2016. dimin.com

concept 3 Welcome Area

Lobby Interactive Wall

This wall will act as a virtual storyboard of how milk is made and how DFA is there every step of the way. Navigating through the process the wall will continue to entertain and educate you.

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

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concept 3 Welcome Area

Lobby Interactive Wall

The wall will have the capability to shift and move when not in use. Through video and motion graphics the wall will stay moving so passer-by’s are continuously having new and refreshing experiences.

milk in motion.

what

we

WHY MILK MATTERS

100,000 - the number of our products consumed by the american public while you were reading this sentence.

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Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam

01

GLOBAL HEADQUARTERS

Elevation

Dairy Facts Throughout

history

processing

introduction

do

Chapter Head Bands

Infographics

SCALE: NTS

FORM & BRANDING

02.08.16

All information contained in this drawing is the sole property of DIMENSIONAL INNOVATIONS. ©2016. dimin.com

concept 3 Motivational . Professional

Conference Room

This walls showcases the majestic quality of a moving herd. Offsetting that are keywords reinforcing the DFA mission and vision. The image is brought to life through it’s back lit panel and dimensionality.

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

All information contained in this drawing is the sole property of DIMENSIONAL INNOVATIONS. ©2016. dimin.com

concept 3 Motivational . Professional

Conference Room

This wall is essentially one large light box. The material will have a semi-opaque matte finish.

The imagery will be rich and luminescent and in-turn the typography will pop off of it.

Solid White Form

Raised Letters

innovate Xxxxx Xxxxxxxxxxxx Xxxx, Xxxxxxx Xxxxxxxxxxxxx

01 Elevation

Raised Light Box, Interior Lit. Internal Metal Structure.

SCALE: NTS

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

All information contained in this drawing is the sole property of DIMENSIONAL INNOVATIONS. ©2016. dimin.com

concept 3 Community . Common Area

Milk Bar Area

The spherical space has a welcoming nature through its round forms. The slender slats slowly widen to reveal walnut shelves. This area can be used to feature specific products.

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

All information contained in this drawing is the sole property of DIMENSIONAL INNOVATIONS. ©2016. dimin.com

concept 3 Community . Common Area Walnut Inset

White Solid Surface Organic Forms

Milk Bar Area

Raised Letters

The recesses will be lit from the top.

The island is a simple organic form that is LED lit underneath.

the milk bar

01 Elevation

Bottom Lit with LED’s

Organic Milk Formed Island

SCALE: NTS

02 Plan View SCALE: NTS

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

All information contained in this drawing is the sole property of DIMENSIONAL INNOVATIONS. ©2016. dimin.com

concept 3 Motivational . Professional

Level 2 Lounge Area

Through two unlikely faces this wall tells the story of a connection. It shows the bond these two people have through their love of milk. It tells how their passion is uniquely tied with the same values of DFA.

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

All information contained in this drawing is the sole property of DIMENSIONAL INNOVATIONS. ©2016. dimin.com

concept 3 Motivational . Professional

Level 2 Lounge Area

The level 2 focus will talk to the dairy process and about the connection Raised Letters

Solid White Form

Xxxxx Xxxxxxxxxxxx Xxxx, Xxxxxxx Xxxxxxxxxxxxx

01 Elevation

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Raised Light Box, Interior Lit. Internal Metal Structure.

SCALE: NTS

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

All information contained in this drawing is the sole property of DIMENSIONAL INNOVATIONS. ©2016. dimin.com

concept 3 Motivational . Professional

Level 3 Lounge Area

This story is about the dairy cow and how it is the heartbeat of the industry. It also talks of change and evolution and the forward-thinking vision of DFA.

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

All information contained in this drawing is the sole property of DIMENSIONAL INNOVATIONS. ©2016. dimin.com

concept 3 Motivational . Professional

Level 3 Lounge Area

This wall is essentially one large light box. The imagery will be rich and luminescent and in turn the typography will pop off it.

Raised Letters

Solid White Form

transform Of the 47,000 dairy farms in the United States, 97 percent - small and large - are family owned.

create.

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01 Elevation

Raised Light Box, Interior Lit. Internal Metal Structure.

SCALE: NTS

GLOBAL HEADQUARTERS

FORM & BRANDING

02.08.16

All information contained in this drawing is the sole property of DIMENSIONAL INNOVATIONS. ©2016. dimin.com

concept 3 Brand Family

milk in motion.

the milk bar

what

innovate we 100,000 - the number of our products consumed by the american public while you were reading this sentence.

history

processing

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do introduction

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WHY MILK MATTERS

Lobby Interactive Wall

Milk Bar Area

Conference Area

transform Of the 47,000 dairy farms in the United States, 97 percent - small and large - are family owned.

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Level 2 Lounge Area

GLOBAL HEADQUARTERS

Level 3 Lounge Area

FORM & BRANDING

02.08.16

All information contained in this drawing is the sole property of DIMENSIONAL INNOVATIONS. ©2016. dimin.com

thanks.