Unveiling a New Era at Commodity Classic

At the 2025 Commodity Classic trade show in Denver, Colorado, Midwestern BioAg, a leader in the biologicals space, debuted their recent brand refresh, launching a never-before-seen booth design, messaging direction, and marketing strategy. To mark the company’s achievement, they partnered with my team to craft their inviting booth space, messaging, and digital campaign strategy and landscape. Seen by the 11,300+ attendees, Midwestern BioAg’s booth design made waves at the 2025 Commodity Classic, gaining attention from the trade show organization to be used as promotion for their upcoming 2026 event.

As the art director and lead designer on this partnership, I collaborated with Midwestern BioAg to understand their unique positioning requirements, brand goals, and how they wanted to engage with growers at Commodity Classic. Through their messaging, we identified and refined three key concepts before landing on the final direction: Better Yields Beneath Your Feet. At the forefront, they focused on the foundation of agriculture, soil, by incorporating an earthworm farm at the helm of their booth.