Agency: Paradowski Creative
Account Coordinators: Maggie Uphoff, Carmen Loomis
Strategist: Emily Goben
Copywriter: Blaise Fields
Art Directors: Sophie Leong, Zoe Savat
3D Artist: Mikayla Buneta
Prompt Engineer: Suleman Baloch
Scope: Branding Systems, Event Design, Interactive Activations
U.S. Soy represents the positive global human impact of soy grown in the United States. Through research and development, U.S. Soy aims to transform global nutrition, provide climate-forward solutions, and support progress for communities around the world.
The Ask
Make U.S. Soy unmissable at tradeshow events through physical, digital, and interactive audience experiences.
The Audience
B2B decision makers in the following industries—food, fuel, feed, and industries.
Our Strategic Approach
- Reveal soy’s unseen impact through immersive interactive storytelling.
-
Explore how one crop becomes cleaner fuels, stronger materials, and nutritious food.
-
Design with B2B buyers in mind: data guided, visually driven, and conversion-oriented.
Innovation from the Inside takes an X-ray to the soy industry, showing its robust strength in numbers and united push for growth. By showing the soy industry’s inner-workings and future focused mindset, we encourage B2B audeinces to see soy as an innovative crop that could grow their business.
The visuals utilizes the soybean shape, zooming and revealing the power and details of soy. Lines and nodes are used to connect elements and draw the eye throughout the design.
Booth Design
To create an experience that takes a deeper look into US Soy, we designed a soybean-shaped booth that takes the audience through the why and how. In the middle of the booth, we placed a soybean plant projection to show how soy is the center of it all.
Activations
Turning beans into by-products isn’t magic, it’s the product of thousands of farmers, engineers, and suppliers all based in the US.
This activation asks the audience to mark where they are in the soybean journey. We are acknowledging each person’s contributions while revealing to them their own relations to soy.
Soy isn’t just an ingredient. It’s an adaptable commodity that many industry professionals are using to future-proof their business.
Videos of various industry personnel will play to humanize the soybean journey displayed in the previous activation.
Your body is a supply chain full of the right muscles, tendons, and neurons to swing a golf club. Now it’s your turn to use the power of many to send soy into a bright new future.
This Topgolf inspired VR game provides a gamified experience for B2B leaders to learn about soy.
The reason why soy is so special is the untapped greatness inside it. High oleic, amino acids, biodegradability...these traits push businesses into a brighter future.
The pull-out wall presents questions on each category and has answers that reveal the greatness of soy. Each pull-out contains a merch item related to the industry.
In order to seal the deal for the B2B leaders, we displayed a visualization that contains large numbers to demonstrate how much can be earned and saved when using US Soy.
A version that tracks hand movement instead of the cursor was also created to push US Soy’s goals in progress and investment in new technologies.
Additional Materials
Contact Me!
LinkedIn: www.linkedin.com/in/sophie-yuen-yin-leong-5f2t6s