GLOBAL HEADQUARTERS CONCEPTUAL DESIGN
11.30.2015
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 countries most prized institutions… The Dairy Farmers of America.
GOALS . . . . . .
The space needs to inspire visitors Message should be about growth, strength, and future Should be a fresh, modern environment Authentic today = the modern farmer Brand should be about looking forward, not to the past Space should tell the DFA story primarily for owners, but the message should resonate with all visitors and staff on some level . To connect product directly with consumers, not just the industry
PRIMARY PERSONAS
EMPLOYEE
Visits space daily, feels a sense of belonging and a passion for the workplace. Wants to feel that the space reflects what they see in their business.
FARMER OWNER
Hard-working. Looking to the business to be the catalyst for their passion. Should feel that the DFA is leading him in a progressive direction.
VISITOR
Must be wowed, must be impressed. Should feel that the space represents the epitome of a successful industry.
USERS PATH EMPLOYEE FARMER OWNER VISITOR
KITCHEN / CAFE
BU S CE INE NT SS ER
OFFICE SERVICES
BUILDING STORAGE
LOCKER ROOMS MULTIPURPOSE
MILK BAR
DOCK
STORAGE
ST OR
RE
CE
PT
IO
N
WELLNESS SUITE
LO BB Y
STORAGE
EA
FITNESS CENTER
SO CI
AL
AR
CAFE
IN
TE
RV IE
W
RO OM
S
CO PR PY/ IN T
FIRST FLOOR PLAN T Y PE
SEATING AND MEETING 1 S T F LO O R
P R I V AT E O F F I CE
CONFERENCE ROOM
2 N D F LO O
4
8
14
12
INFORMAL MEETING
1
8
COLLABORATIVE AREA
3
7
F O CU S R O O M
2
6
CONCEPTS
FARMLAND TO FAMILIES FROM THE FARMERS BARN TO THE FAMILIES FRONT DOOR
FARMLAND TO FAMILIES Going to the fridge and getting a bottle of milk is so expected, that we often take for granted what it takes to get milk from the farmers barn door to the families front door. This process that supports not only builds the local community, but it has a global reach.
PURPOSE This concept is all about the PROCESS from cutting hay, to early mornings, to milking cows, shipping, packaging, processing, and delivery. It takes a tremendous amount of effort to get from farm to table. This process is evolving as the industry grows. This concept focuses on everything it takes to go from farm to table in todays global marketplace.
VISUAL COMMUNICATION
Connectivity: the linear process from the farm to the table
VISUAL COMMUNICATION
The connection between linear fields and families tables
COLOR PALETTE Dairy farmer necessities
BLUE SKIES
PMS 660
DAIRY CATTLE
PMS 2905
REFERENCE IMAGERY
PMS 657
Cool Grey 1
PMS 426
FARMLAND
PMS 4625
PMS 7743
PMS 584
PMS 4705
TYPE TREATMENT Re gula r
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It a lic
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TYPE TREATMENT
Employing Geomanist typeface
MATERIALS
Represents the barn structure & family tables
WOOD
Reference Imagery
Symbolizes the dairy equipment
ALUMINUM
Implies milk
FROSTED GLASS
TEXTURAL MATERIALS
The intent is based around linear movement, vertically of the fields, and the parallelism between the farmland to the family table.
WOOD
ALUMINUM
FROSTED GLASS
Represents the barn vertical structure while intertwining linear field rhythm.
Voices the dynamic linear field movement as it intertwines with the fluidity of milk.
Dances the linear fluid movement while representing milk and signifying the linear field rhythm.
SPACE FORMATION REFERENCE IMAGERY
Identifying the art of cattle branding
Enlarged View
LIGHTING FORMATION REFERENCE IMAGERY
Studying different milk droplet forms
SPACE FORMATION REFERENCE IMAGERY
Denoting the cracks of light from an old barn.
REFERENCE IMAGERY The intent is based on connectivity of the horizontal rhythm, linear movement, and parallelism of a space.
REFERENCE IMAGERY The intent is based on connectivity of the horizontal rhythm, linear movement, and parallelism of a space.
Reference Imagery
HEROIC INNOVATOR
BOLD, COURAGEOUS, NOBLE, HARD WORKING, CULTIVATOR
HEROIC INNOVATOR Our daily farmers rise early, work a full honest day and get up to do it all again. They are our heroes. Their value built the dairy farms of America and they help to extend the global reach of our industry. Our farmer owners are heroes.
PURPOSE This concept focuses on the people that keep our industry going. It’s about the values and work ethic, that star t with Dairy Farmers and extend through the growing industry.
VISUAL COMMUNICATION
Bold, passionate commitment
VISUAL COMMUNICATION
Hard work ethic, courageous, determination, and daily operation
COLOR PALETTE
Heroic Innovator Characteristics
STRONG, POWERFUL
PMS 1815
PMS 1805
NOBLE, CALM
PMS 1797
PMS 533
TRADITION, CULTIVATE
PMS 2747
PMS 7541
PMS 4515
PMS 147
PMS 1215
TYPE TREATMENT
AVENIR
The word Avenir means “future” in French and hints that the typeface owes some of its interpretation to Futura. Adrian Frutiger considers Avenir his finest work. 'The quality of the draughtsmanship – rather than the intellectual idea behind it – is my masterpiece. It was the hardest typeface I have worked on in my life.Working on it, I always had human nature in mind. And what's crucial is that I developed the typeface alone, in peace and quiet – no drafting assistants, no-one was there. My personality is stamped upon it. I'm proud that I was able to create Avenir.'
LIGH T
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MEDIUM
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BLACK
Source: Adrian Frutiger, Typefaces. The Complete Works, (Basel: Birkhäuser Verlag, 2008), p337.
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TYPE TREATMENT Avenir presents a clean, modern style for applications and environments. It provides a timeless, authentic feel for one to experience.
GRAPHIC TREATMENT Bold, Clean, Modern Graphics
GRAPHIC TREATMENT Bold, Clean, Modern Graphics
MATERIALS
Heroic Innovator Characteristics
Rustic Modern Steel Bold
Tire Texture Fearless
Reference Imagery
Concrete Strength
Birch Wood Brave
TEXTURAL MATERIALS Heroic Innovator Characteristics
Tractor tire movement
Cultivate pattern
Barn structure rhythm
SPACE FORMATION REFERENCE IMAGERY Tractor movement
SPACE FORMATION REFERENCE IMAGERY
Cultivate pattern of farmland
SPACE FORMATION REFERENCE IMAGERY Dairy barn form structure
REFERENCE IMAGERY Strong, Dominant, Progressive
REFERENCE IMAGERY Strong, Dominant, Progressive
WHOLE DAIRY STORY THE DAIRY MILK ECOSYSTEM, PERSONAL MILK STORIES, CONNECTIVITY
THE WHOLE DAIRY STORY Milk... it’s the base of our industry. It’s smooth, elegant, and iconic and flows through our lives. Fluid, organic, and rich, it transports us through the stories of our lives.
PURPOSE Focus on the MILK PRODUCT + THE PRODUCT OF MILK .
VISUAL COMMUNICATION
The process of quality.
VISUAL COMMUNICATION
Showcasing the entire milk process from start to finish.
COLOR PALETTE The process of quality.
CLEAN, PRODUCTIVE
PMS 179-4
PMS 179-8
WHOLESOME, FULFILLING
PMS 179-2
PMS P24-14
PMS 179-1
DIVERSITY IN CONNECTIONS
PMS 7743
PMS 584
PMS 4705
TYPE TREATMENT LIGH T Designers Classification
Hoefler & Co. Sans-Serif
Reflects the fluidity and liquidity of product while maintaining a professional, legible demeanor.
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TYPE TREATMENT LIGH T Designers Classification
Sweet Type Design Script Font
Flows like the personal connections that milk facilitates. Will be used in graphics to describe personal connections with milk.
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Example usage
MATERIALS
Heroic Innovator Characteristics
Aluminum Sleek, modern, refined
Glass Transparency
Reference Imagery
Polygal Lightness, Progressiveness
White Solid Surface Clean whiteness of milk
TEXTURAL MATERIALS
WHITE SOLID SURFACE/ACRYLIC
GLASS
WOOD WHITE SOLID SURFACE/ACRYLIC
TEXTURAL PATTERNS Pattern development
FLUIDITY OF MILK The product.
Tight fluidity in form
Larger, rhythmic fluidity in space.
Playful roundness influenced by product
Shapes implemented into pattern.
SHAPES OF THE PRODUCT The shapes the product creates.
SPACE FORMATION REFERENCE IMAGERY
Reflecting the fluidity of the product.
SPACE FORMATION REFERENCE IMAGERY
Dairy equipment and types of dairy cows
SPACE FORMATION REFERENCE IMAGERY
Reflecting forward-thinking re-use of material.
REFERENCE IMAGERY Reflecting the fluidity and nature of the product as well as connections made through the product.
REFERENCE IMAGERY Reflecting the fluidity and nature of the product as well as connections made through the product.