Groundwork  

Role: design director   |   Year: 2016-2017

Groundwork is a website featuring stories about the way we raise, consume, and think about food, and how we care for the environment in the process. The project was designed to elevate the stories of idea-makers and also bring awareness to the sustainable packaging company, Tetra Pak, which is well known in Europe and Latin America, but not the United States. Breaking the mold of corporate marketing, we wanted to create a site that was visually beautiful and engaging and create content that was valuable and relevant to our audience. 

Groundwork Launch Event

To celebrate the launch of Groundwork, we planned a press dinner at the urban farm event space, Bouley Botanicals. The night included a talk by the founder of the Lowline, and an interactive design installation where guests controlled the movement of projected digital art by adjusting the amount of light given to plants. Each guest left with a personal terrarium planting kit as a thank you.