Project Elements
- Custom-designed Airstream trailer, part of Tractor’s Mad Farmer Tour, featuring mobile storytelling and a branded interior experience now touring the U.S.
- Moss-covered drink station, framed by a gallery wall that included custom artwork I illustrated for the brand, and a hidden AR mirror that let visitors imagine themselves as future “Mad Farmers.”
- Promise Tree installation where visitors wrote pledges to future generations about soil and sustainable food systems.
- Sustainability Game, a spin-to-win quiz that combined education and fun, offering rewards regardless of score.
- Immersive green spaces, filled with texture, natural materials, and calming energy—offering a pause from the bustle of the trade show floor.
Mad Farmer Airstream
I had the pleasure of designing a fully functional trailer that also served as an organic soda bar—the Mad Farmer Trailer. A standout feature of the show, it was created not only for the NRA Expo but to travel nationwide on the Mad Farmer Tour. The trailer visited farms across North America, acting as a mobile ambassador for Tractor’s mission and values.
Visual Design
The booth design was anchored in natural textures—live moss, wood, and stone—layered with clean, minimal brand storytelling. Interactive moments were seamlessly embedded: a mirror that doubled as an AR portal, a playful sustainability trivia game, and tactile elements like handwritten pledges and ingredient displays. The visual direction balanced warmth and modernity, reflecting Tractor’s organic roots and future-focused ethos.
Color palettes were inspired by Tractor’s real beverage ingredients—citrus, hibiscus, mint—paired with earthy greens and rich neutrals. Lighting was used intentionally to create mood and draw attention to interactive zones.
Rooted in Authenticity
To ground the booth in a sense of authenticity, we wove immersive greenery throughout the space—bringing Tractor’s organic ethos to life. From moss-walled drink stations to plant-filled meeting nooks and a live tree at the center (where guests could share their promises to the planet), nature played a central role in the experience.
AR Mirror + Gallery Wall
The gallery wall blended homey, artful visuals with digital storytelling to make the space feel less like a trade show booth and more like a lived-in, welcoming environment. It reinforced Tractor’s brand identity through warm, curated imagery—and tucked within it was a playful surprise: a framed AR “mirror” that transformed guests into future Mad Farmers, inviting them to see themselves as part of Tractor’s imaginative world.
This project was a celebration of storytelling through space—blending natural textures, playful tech, and thoughtful design to bring Tractor’s mission to life. From the immersive greenery to the interactive AR mirror, every detail was crafted to create a booth that felt less like a marketing activation and more like a meaningful experience. The result was not only an engaging, memorable presence at the show but also an award-winning booth that reflected the heart of the brand.
