National Pork Board: United States of Pork

I was recently chosen to help develop a look & feel for the “United States of Pork” campaign by the National Pork Board. The campaign is a celebration of America’s favorite pork dishes chosen by the people. Where previous campaigns played with the global concept of pork as a passport to flavor, this campaign focuses on a national tour of each state’s signature dish. That national tour took visual cues from America’s long love affair with road trips.