Dairy Farmers of America

Corporate Storytelling + Branding

Dimensional Innovations was asked by Dairy Farmers of America (DFA) to visually showcase their brand story throughout their new corporate world headquarters located in Kansas City, Kansas. Partnering with the building architect, HOK, Dimensional Innovations designed and fabricated multiple unique elements and signage within the visually stunning office space, including a dramatic 29-foot-tall milk sculpture in the lobby that resembles milk being poured from the ceiling to the floor.

All of the custom elements created surround the “Story of Milk” – the central focus of all DFA employees, farmers and partners. With milk tying everything together, white is a key color used throughout the space, but is made incredibly interesting through custom wall textures that feature casts of milk-related tools, such as ice cream scoops on one wall and cheese graters on another. Another wall uses reclaimed wood from a former red barn in nearby Lawson, Missouri, giving authenticity to the colors and textures. There’s also a wall of acrylic bubbles to represent milk foam, and another that recalls grass all in an effort to depict the farm-to-table journey that milk travels and textures that any dairy farmer would easily recognize.

…the Hy-Vee Hot Zone is a memorable experience because of some of the elements that were implemented for the first time; such as the use of the fire in the stage and signage, the Airstream, and the heavy use of technology in the space.

Daniel Willrich, AIA, Asst. Director, Store Architecture Hy-Vee, inc

The 29-foot-tall milk sculpture in the lobby, however, takes center stage. The sculpture hides a structural column, and DI worked through multiple design iterations to ensure the design of the milk pour looked as realistic as possible. By pouring multiple glasses of milk to study how milk flows from a pitcher, taking photos, making sketches, and finally using 3D modeling software to fine-tune, they were then able to move the sculpture into production. It took six weeks to build and craft the sculpture, made of coated foam, which DI then had to deliver in three sections for final installation.

The designs also inspired HOK to create a milk bar, where employees can help themselves to a variety of milk flavors all day long, creating a fun cultural piece and gathering space for employees and guests.