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 comprehensive creative direction thru inspiration, guidance and support to help build out the brand around the existing mark, redesign the website, and create a library of photo assets to draw from.

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Creative Direction // Jenna Myrland

Copywriting & Web Development // Minna Studio

Photography // The Restaurant Project