MICHELA CAFFREY

2022 New Harvest Conference

New Harvest is a 501(c)3 nonprofit research institute that supports open, public cultured meat research. They are dedicated to advancing the field of cellular agriculture.

ROLEBrand Designer
Project Manager

SKILLS
Brand identity
Graphic design
Web design
Art direction

TEAM
Communications & Media | Meera Zassenhaus
Web Development | Allan Lasser, Paul Debruicker
Illustration | Shannon Levin
Set Design & Fabrication | Anna Boskovski

DESCRIPTIONFor their 2022 annual conference, New Harvest was looking for a unique brand identity that aligned with the theme Elephant in the Room, chosen as “a playful way of teasing out important but neglected conversations about cellular agriculture, cultured meat, and the future of food” (Source: New Harvest).

Inspired by the decoding games found on cereal boxes (think: red lens that decoded a secret message in blue covered by red squiggles), for this brand identity I explored how blue and yellow objects interacted to obfuscate and then reveal messages. The New Harvest conference was the metaphorical lens for uncovering overlooked issues in the industry and engaging with these topics.

I was responsible for the brand identity, website design (working with developers Allan Lasser and Paul Debruicker to bring the web design to life), creating all print and digital assets like wristbands, program guides, digital video posters, etc. I also art directed the creation of a poster and t-shirt design with illustrator Shannon Levin and photo-op elephant with artist and fabricator Anna Boskovski. Meera Zassenhaus (Comms & Media at New Harvest) provided critical creative feedback.

Elephant in the Room by Anna Boskovski

Illustration by Shannon Levin, Art Directed by Me

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