The Override Guide is an interactive book that allows you to experience the Convergence Station at your own pace, anywhere and anytime. You can explore hidden features and translate secret languages using the augmented reality app, OvAR. It contains exclusive Meow soundtracks and information about the geniuses behind the art.
In Spring 2022, Meow Wolf and MaCher partnered with SMC IxD for a sponsored design challenge. Focusing on the Convergence Station (Denver), we were tasked to develop an interactive user experience that bridges the physical and digital world, with the goal of driving audience engagement with the brand, further extending the storyline and content from the exhibit, driving foot traffic to the exhibits and increasing sales from the stores.
Meow Wolf exhibits are rich in content and surprises, that visitors tend to only scratch the surface of the narrative on their first visit. We have also found from interviews that the unconventional layout and non-linear storyline of the exhibits cause confusion and disappointment for some visitors. A one-day tour isn't enough to fully explore and experience the installations. And having only few locations makes it even harder for users to visit and re-visit, especially for those who do not live in the locality.
My team, Studio 22, conceptualized an eye-catching product (a book that looks like a fridge!) that not only matches the client's brand identity, but also meets the overarching needs and pain points among the audiences. We created an immersive literature experience that serves as a memorabilia and an opportunity to learn more about Meow Wolf post-visit.
CicLAvia Guided Posters aim to engage participants and increase awareness about the donation opportunities for CicLAvia. The main components are CicLAvia visual branding, a catchy tagline, a clear call to action, and a QR code that leads to the donation website and more information about the Street Star.
From the lens of fundraising and partnerships, we were tasked to change the perception of CicLAvia as a “just cyclists” event to one that celebrates city exploration and all forms of non-motorized transportation. However, as a non-profit, raising money is always a struggle.
CicLAvia event goers don’t think of money or donating on the day of the event – oftentimes, they just want to have fun (which is understandable). Also, we’ve found that small monthly donations can just have as much impact as a large one-time donation. So we decided to focus on CicLAvia’s monthly donation program “Street Star” and come up with a better way to frame our ask.
Studio MajNaj conducted a Guided Poster campaign on December 4th CicLAvia event. One of the posters with the tagline “CicLAvia would love your two cents”, a wordplay on asking for donation and feedback, has an added layer of engagement, in which we offered a physical artifact (post-it notes) that allows participants to write their “two cents” about the event.