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Organized under the theme “American Food 2.0: United to Feed the Planet” the USA Pavilion at Expo Milano 2015 provided an opportunity to showcase America’s advancements in agricultural innovation, sustainability, and diverse cuisines. Using the American flag as the foundation for the pavilion identity, basic elements like stars, stripes, and Americana iconography, were extended to applications within and beyond the pavilion. Everything from large-scale installations, to merchandise, to food wrappers, to restroom signs, were covered in tasty, patriotic graphics.
During my time at Pentagram, this was the main project I worked on alongside Michael Beirut & Britt Cobb.