My client reached out to me to develop a new branding campaign for the Iowa Wine Experience after it transitioned to new ownership. They wanted to revamp the entire program with a fresh look while maintaining the tradition and familiarity that loyal visitors had come to expect. The goal was to create a design that honored the event’s history without alienating its existing customer base, while also appealing to a broader and more diverse audience. As part of the new vision, the Iowa Wine Experience would invite Iowa State Fair attendees to sample a variety of local wines and ciders, enjoy live music, and immerse themselves in a lively, welcoming atmosphere in the historic Grandfather’s Barn.