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New Work: Dig IN
New Work: Dig IN
How we spiced up the brand presence for Taste of Indiana and i3

Since its launch in 2009, Dig IN has been creating a new future for Hoosier food. The organization raises awareness about Indiana agriculture and provides educational resources for local food sectors. But that’s not all Dig IN brings to the table. For events, it partners with Hoosier farms to deliver the best (and tastiest) food experiences to the community.

Dig IN’s signature farm-to-fork event—Taste of Indiana—is held annually in August. It unites dozens of chefs, brewers, connoisseurs, farmers, and food trucks.

It’s a fairy tale for foodies.

This year, Taste of Indiana moved from White River State Park to Military Park. The new location—and the quest to make 2016 the most successful year ever—meant it was time for Dig IN to add a little zest to its messaging.

Enter Pivot.

Our first mission? Creating table tents, digital and social media ads, and a poster for i3, Dig IN’s other main event. At i3 (short for Indulge, Imbibe, Imagine), chefs, bartenders, and artists teamed up to create 15 dishes, 15 drinks, and 15 artworks inspired by Cultural Trail landmarks. Because of the event’s complexity, we decided to have some fun with the poster. We wrote a short description of i3, which supplemented an eye-catching—and provocative—headline.


When it was time to design the digital and social media ads, print ads, and poster for Taste of Indiana, we kept a fun, light-hearted voice. For inspiration, we looked at 20th-century public service-type messages and visuals, knowing that Dig IN offers both a cultural and educational service to the community.


As for the passport and event map? We pared down the content from years past, making the most important information easy to access. The changes made the passport cleaner, more succinct. And since this was the first year Taste of Indiana took place in Military Park, we made sure the map cross-referenced the restaurants with the tent numbers. Page two organized the restaurants by tent number. And pages three and four listed the dishes associated with each restaurant.




DigIN-Taste-TshirtsWe’re pleased to report that both i3 and Taste of Indiana sold more tickets than in previous years. Taste of Indiana alone had 3,500 ticketholders, which doesn’t include comped tickets, volunteers, or vendors.

Everyone came out to satisfy themselves. And in the process, they learned a little more about Dig IN, Indiana’s agricultural heritage, and the importance of buying and eating locally.