IDENTITY DEVELOPMENT

State fair inspired, this 30,000 square foot venue lives on the 4th floor of the Mall of America. Boasting a two story go-kart track, axe throwing, scratch made fair fare and array of boozy fair-themed cocktails, this space tantalizes and delights.

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To establish a prominent presence and draw mall-goers to the 4th floor, an identity as loud and fun as the space was required. The persona of a midway carnival 'barker' was enlisted and set the tone for asset creation, web design and the overall voice, look and feel of the Fair on 4.

 

MY​ ROLE  I enlisted the talents of Minna Studio and The Restaurant Project, and led creative direction to help build out the brand around the existing mark, redesign the website, and create a photo library. On this foundation, I designed a collection of assets, including menus, merchandise, and ads.

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Creative Direction // Jenna Myrland

Copywriting & Web Development // Minna Studio

Photography // The Restaurant Project