2022

NYX Awards - 2022 Gold Winner Winner: Drawn

A Mexican-American Home for 100 Co-workers

Entrant Company

Drawn

Category

Strategic Campaign / Interactive Brand Experience

Client's Name

Siete Family Foods

Country / Region

United States

Experience Level

Agency

Siete is a Mexican-American food brand that has become a pantry staple. As a family of seven (hence the name), the Garza familia grew up in a vibrant Mexican-American culture that now inspires the Siete brand.
Based in Austin, the office that Siete first called home was literally a house. The dining room table was the conference room and the kitchen was an R&D lab. As the company outgrew the house, they decided to look for a new home to fit their much larger familia — which they found in an abandoned kombucha factory.
Having partnered with Siete for several years to build their brand through packaging, promotionals, and trade show events, the familia asked Drawn to make this old factory feel like a Mexican-American home for 100 co-workers. It was important, however, that we design a home that matched Siete’s working culture. The decision to move away from their first home came with fear that their close-knit feeling would be lost in the move. So we laid out on the table all of the ingredients that make for a rich and vibrant community, including food, a central place to gather, and flexible spaces to connect.
‘Adaptive reuse’ design projects give an existing building a new purpose, like converting a former kombucha factory into a Mexican-American home (office) for 100 people. While these projects present additional challenges, they also provide opportunities to create spaces with unique character — like the evolution of historic towns.
When looking at early cities, it was common to find all of the streets leading toward a central courtyard, connected laterally by narrow alleys. We applied this principle to the former factory, added a commercial kitchen nearby, and designed all of the halls to funnel into this gathering space. Visiting guests are greeted by a barista next to the courtyard, with offices lining the wandering streets and connecting alleys.
“I was originally sad about the move,” said Bobby Garza, “but after a month in this new place, I was so comfortable, and realized how much I love to come home to work everyday.”

Credits

Creative Director / Designer, Drawn
Bryan Taylor
Designer / Drawn
Trask Bedortha
Designer / Siete
Veronica Garza
Principal Architect / Jobe Corral
Camille U. Jobe
Project Architect / Jobe Corral
Sarah Hafley
2022
Video/ Film / Web Based Productions
NYX Awards 2022 Winner - Cinema8 - Interactive Educational Video Platform, Cinema8
gold
winner

Entrant Company

Cinema8

Category

Video/ Film / Web Based Productions / Education

Country / Region

United Kingdom

2022
Strategic Campaign
NYX Awards 2022 Winner - Brand Strategy Campaign, Mad Hat Maven Creative
gold
winner
Pride Houston 365

Entrant Company

Mad Hat Maven Creative

Category

Strategic Campaign / Brand Strategy Campaign

Country / Region

United States

2022
Video/ Film / Web Based Productions
NYX Awards 2022 Winner - Littlest Superhero, Warner Media - Courageous Studios
gold
winner
Cleveland Clinic

Entrant Company

Warner Media - Courageous Studios

Category

Video/ Film / Web Based Productions / Business-to-Consumer

Country / Region

United States

2022
Design
NYX Awards 2022 Winner - Pu 'er tea for the 600th of Temple of Heaven, Li Jiuzhou Studio
gold
winner
Beijing Temple of Heaven Store

Entrant Company

Li Jiuzhou Studio

Category

Design / Packaging

Country / Region

China