I worked with twelve other graduate students to create the concept for Midwest Quality Wholesale’s branding in the fall of 2014.
Midwest Quality Wholesale is a branch of Fareway Stores, Inc. that became a reality in January of 2015. Midwest Quality Wholesale came to Iowa State University seeking a logo and a website, but what they received from our group was so much more than that. We gave them an entirely new way of thinking about brand.
We created a modular identity that was deeply rooted in midwest values. This piece was entirely student-driven and required a different level of commitment than most were used to for a student project. What we presented and turned over to Midwest Quality Wholesale was a ready-to-use identity with all the working pieces, including the style guide, but most importantly, we gave them the narrative that defined their company.
Animation of an early iteration of the brand.
Involved in this project were: Samantha Barbour, Bernard Canniffe, Mereisa Elliot, Michael Spory, Wonsil Jang, Jingyu Liu, Youngju Cho, Julian Osorio, Calee Himes, Debbie Trout, Qing Guo, Brittany Thompson, and Kayla Brown.
My role was brand design direction and creation of the style guide.