*2016 Ex Awards, Winner: Best Consumer Environment

In 2015, General Electric presented the first BBQ Research Center at SXSW Interactive, Austin’s premier cultural technology conference. Reinforcing brand awareness around GE’s world-class R&D footprint, the GE BBQ Research Center highlighted hard-science through the lens of Texas food culture, leveraging barbecue as the medium of discovery and imagination. The result was an experience-driven showcase of GE’s cutting edge capabilities within the fields of chemistry, biology, neuroscience, physics, material science and analytics.

The event transformed an old garage into a state-of-the-art barbecue research center—complete with a giant intelligent smoker, meat scientists, live participatory demonstrations, and even BBQ ice cream to uncover the sensory world of #BBQscience and innovation through food.

Contracted by New Creatures to design all event identity and communication materials, and to develop and implement all interior and exterior graphic applications and brand touchpoints within the multi-set event campus. Working with GE-vetted data sets and food and neuro scientists, I produced and art directed: an interactive exhibition-format gallery of bespoke infographics and learning games; as well as on-site signage, wayfinding, and handpainted murals, stage branding, set staging and interior prop finishing.