During the Fall of 2014 I had the pleasure of working on a few projects under the instruction of Bernard Canniffe and 11 other classmates. The other students working on the project were Kayla Brown, Young Cho, Meriesa Elliot, Qing Guo, Calee Himes, Wonsil Jang, Jingyu Liu, Julian Osorio, Michael Spory, Brittany Thompson, and Debrah Trout. We all worked on the project through a class we were taking at Iowa State University.
Fareway came to Bernard at Iowa State and asked if students would be willing to design a logo and a website for their new venture, Midwest Quality Wholesale.
A lot of research went into discovering who Fareway was. Many of us grew up in Iowa and had shopped at the Fareway Grocery store at some time in our life. Many of us had personal views about the company, and saw it as a friendly and welcoming environment that had a small town appeal to it. Our research discovered how Fareway truly cared for their employees and the values of their business. When looking into designing a brand for them, we decided that Fareway and MQW were based heavily on Midwest traditional values. We started sketching out images that related to words like, midwest, community, farms, crops, innovation, people, wind turbines, etc. From that a tapestry of values was created.
The logo and lockups were designed based on tilled fields. Fareway is a business that prides itself with opening up stores where they are needed and continue to keep its design and employees feeling and treating people with small town respect and kindness. Since Iowa is a huge farm community we felt that the design was able to represent all these values in a simple and non-imagery form.
The final website can be seen here. http://midwestqualitywholesale.com/
Animation on the website can also be viewed on vimeo. https://vimeo.com/131221293
After the project was over, we had our 15 minutes of fame....but it happened multiple times.
One of the points of media attention came from Iowa State itself. http://www.news.iastate.edu/news/2015/03/30/designfareway
Another was in the form of local news station WHO channel 13. You can see the video through this link. I had the pleasure of being interviewed for this segment. https://www.facebook.com/designbysamantha/videos/1564541580463070/?l=8770125357315265879
I was also interviewed for the local paper about our project. In this article Michael was listed as one of the project managers, but I was actually the Art Director on this project.