SHAPING THE VISION

We mapped the range of what Meatopia could be: different map fidelities, the outcome each one produced, and the timeline each would take to build. Smithfield chose a direction from concrete options, not a single vision to approve or reject.

CUSTOMER-FIRST DESIGN

An interactive map is easy to make impressive and hard to make usable. The work was keeping the map engaging without burying the promotions people came for — so the offers stayed reachable from anywhere in the experience, never gated behind the map.

BRINGING THE WORLD TO LIFE

We built the concept maps out in 3D, turning flat layouts into terrain, structures, and landmarks with real depth and material. Every element was modeled and refined against the direction set in concepting, so the finished world matched the one approved on paper.

DEPTH WITH PURPOSE

3D depth earns its place only if it doesn't cost the things around it. We used it to help people find their way through the map, watching two failure modes the whole time: overwhelming the interaction underneath, and slowing performance.

BUILT TO EVOLVE

The platform was built to change without being rebuilt. Modular components let Smithfield refresh the map, promotions, and story each season, and drop in new regions, events, and partners as Meatopia grows, without tearing down what's already there.

MADE TO LAST

The hard part of a yearly refresh is staying recognizable. New campaigns and features had to slot into the same map and site returning users already knew: new enough to feel current, familiar enough that no one has to relearn it.