Minnesota Fire Prevention Exhibit

How do you stand out at a large event?

ART DIRECTION • CAMPAIGN • COMMUNICATION PLANNING • ENVIRONMENTAL DESIGN • IDEATION • LOGO • MESSAGES • RESEARCH • SIGNAGE • VIDEO • WRITING

Consider the opportunities and challenges

When the Minnesota Department of Natural Resources (DNR) selected our team to reimagine the fire prevention building and fire tower exhibit for the Minnesota State Fair, we were thrilled. The State Fair is beloved by Minnesotans and has one of the largest attendances of any fair in the nation, with roughly two million visitors each year. However, it also posed a challenge—how do you stand out at one of the busiest events in the state?

Gather multiple perspectives

Our team began by exploring the project from the desired outcomes across multiple disciplines—brand alignment, storytelling, accessibility, wayfinding, and environmental durability. Then with user experience research, we evaluated opportunities for messages and exhibit activities that resonated best with fairgoers, ensuring the exhibit would reflect the DNR’s brand while also delivering engaging, accessible, and dynamic experiences around fire prevention.

Make the experience engaging

The new exhibit plan and creative theme worked within the realities of the existing site and limited budget. It also used the attractive properties of fire and the exhibit’s brand ambassador, Smokey Bear, to grab overstimulated audiences’ attention. With a variety of new activities, improved storytelling, and updated content, it is designed to deepen visitors’ understanding of wildfire prevention. From directional signage, video and audio experiences, an equipment try-on station, and easy-to-read factoids and tips incorporated throughout the experience, fairgoers can learn fire safety while having fun.

Become a memorable destination

Visitors responded immediately. Attendance and interaction levels during the launch year surpassed the prior year significantly, and DNR staff reported stronger engagement, clearer visitor comprehension, and increased enthusiasm for the exhibit. The redesigned site has become a destination in its own right. It is now easier to find, easier to navigate, and more rewarding to experience.