Experience Design
Creative Direction
Designing the Future of Food Through Immersive Service Design
19 Mar 2025
The Project
The Future of Food Series is a flagship foresight experiential event by Synthesis, and The Future of Food is the third run of this series in collaboration with Kita Food Festival (Menu 2033 in 2023, and Menu 2034 in 2024). Built from 25 years of data, 46 change drivers, and 100,000 modelled futures, it invites over 250 F&B leaders to explore how the dual certainties of population growth and rising greenhouse gases will shape the way we eat by year 2034.
In a saturated market of strategy consultancies, Synthesis had a very clear niche. In a world known for its dry and dreary powerpoint presentations in conference rooms, Synthesis knew that it stood out in its ability tell the story well. Data-led insight have so much richness and complexity - but it was important for it to be concise and clear to be understood. At the same, it needs to engage, motivate and create curiosity. The Future of Food is where Synthesis demonstrates this ability exceptionally well.
The Process
I had two roles. First, I was the Creative Lead.
Me and a team of two creatives shaped the visual identity of the series, ensuring consistency in branding, marketing and event design.
We design a series of immersive data visualisations to ensure clarity in data-led insights and stories.
Secondly, I was a Service Designer.
With the core team, we designed the overall guest experience and narrative.
Using a service blueprint as the single source of truth, I made sure the team had operational clarity and alignment.
I conducted co-creation session to ensure relevant stakeholders collaborated to make key decisions together.
My job was to interweave aesthetics and logistics with complex data-led storytelling.
Impact
Established Synthesis’ Authority in the Future of Food Space with the team engaged to speak at various institutions like the the University of Melbourne, the Australian Institute of Food Science and Technology and Osaka Expo.
It has also seeded relationships with new clients like Zespri, as well as grow relationships with exisiting clients like Tetra Pak, Diageo and Airbnb.
Reflections
Rehearse more, earlier and thoroughly. Account for the time needed to do that. It enables everyone to operate with confidence, and it gives us the opportunity to spot gaps that would be difficult to anticipate.
Run a Friends & Family preview. A forgiving audience that wants you to succeed can offer some of the most helpful feedback.
Design room to adjust. The blueprint is the plan, but breathing space is your safety net.