Trace Your Roots

Shining a Light on an invisible disease.

Roles: Art Direction + Design
Agency: Chernoff Newman

In order to show the path from farm to table, we launched the Taste Your Roots campaign for the South Carolina Department of Agriculture. Putting a face to the produce and products on your dinner plate encouraged South Carolinians to not only take an interest in SC produce – but to demand it.

MIRCI's new identity forces you to look at mental illness and the homless crisis rather than looking past it.  

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