As the Illinois Soybean Association’s (ISA) monthly magazine, Field & Bean serves as a trusted resource for growers, sharing updates on the organization’s work and how soybean checkoff investments are driving innovation on the farm and beyond. ISA’s communication team came to us looking to create an engaging Field & Bean booth experience for the Farm Progress Show, one that would encourage growers to think more deeply about the changing realities and challenges impacting their day-to-day farming practices. 

To solve this, the Ross Creative Works team and I developed a concept inspired by the familiarity of coffee shop and diner conversations. Through environmental storytelling, messaging, and spatial design, we created an approachable space centered around the question “What’s bean on your mind?” that invited farmers to share candid feedback through a private video booth, helping ISA gather insights to continue driving innovation and support for growers.