J.R. SIMPLOT

Bringing Earth’s resources to life

Making an unseen mission something you can walk through

Digital Strategy

Experience Design

visual language

content direction

EXECUTIVE SUMMARY

The J.R. Simplot Company set out to turn the ground floor of its headquarters into more than a lobby — a place that could tell the company’s story to the customers, partners, employees, and neighbors who arrive there. The result is a 7,000-square-foot experience center built as a single continuous journey, organized around a sculptural “wrap” that carries visitors from the company’s roots through its science, its people, and its vision for the future. Abstract ideas — sustainability, stewardship, the long arc from soil to table — become things you can see, touch, and stand inside.

A mission most people can’t picture

Simplot’s work lives in soil chemistry and plant nutrition — essential, and almost entirely invisible. Yet the lobby is where customers, partners, new employees, and neighbors form their first impression of the company. The center was conceived to give that science-heavy, world-spanning mission a human face.

Digging for the story

The starting point wasn’t the space. It was the story, and the story was already in the ground. Simplot began with a single dehydrated potato and grew into a company working at the frontier of plant science. The work of discovery was to dig through the brand’s own history, science, and production and surface the handful of chapters worth telling — earth chemistry, plant DNA, the long arc from soil to table — then set the ambition against the best experiences in the world. What emerged was a single organizing idea, drawn straight from the brand’s own DNA: cultivating the possible.

A mission most people can’t picture

Simplot’s work lives in soil chemistry and plant nutrition — essential, and almost entirely invisible. Yet the lobby is where customers, partners, new employees, and neighbors form their first impression of the company. The center was conceived to give that science-heavy, world-spanning mission a human face.

Digging for the story

The starting point wasn’t the space. It was the story, and the story was already in the ground. Simplot began with a single dehydrated potato and grew into a company working at the frontier of plant science. The work of discovery was to dig through the brand’s own history, science, and production and surface the handful of chapters worth telling — earth chemistry, plant DNA, the long arc from soil to table — then set the ambition against the best experiences in the world. What emerged was a single organizing idea, drawn straight from the brand’s own DNA: cultivating the possible.

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