I was very fortunate to be part of some historic moments, and in the process, lead the creative charge that brought them to life. Below are a few of these events and a small sampling of the creative elements that were made for each.
Fingers Crossed Brewing
A little luck and a lot of hard work. This process is the core belief at Fingers Crossed Brewing. Embracing failure as part of creation, and each brew is an experiment in crafting uncommon beers. This same approach is embodied in the branding. Everything is an evolution, and perfection is never the goal. Instead continual improvement and creativity are the most valued parts of the process.
Year of the Firsts: NEIPA named in honor of the brewers daughter and first made available on her 1st birthday.
Take Two: Juicy NEIPA that the Surgeon General recommends you drink two of (well maybe not actually, but maybe probably). Also, the second batch in an exploratory series of beers that has zero hops added to the boil.
The North Face Summit Series
The North Face faced a serious problem - too many people were buying the Summit Series gear which was devaluing the product line. So, we developed a new perspective “The Other Way.” It focuses on the divergent thought process of the people who wear the gear. Those who go off the edges of maps and into the spaces where humans shouldn’t go. We went inside the heads of climbers and created a stark and harsh world since the whole product lineup was black and white.
The Last Lap
Honoring Patrik Elias on the last night of his career, we created a branded night that the team, it’s fans, and the world would never forget.
This included a 17 minute TV show behind the scenes as he prepared for the night, a custom logo, a limited edition poster, and a ceremony that brought him to tears.
Inaugural Ring of Honor
Dr. John McMullen is the reason the New Jersey Devils exist. He single handedly brought the team from Colorado to their new home. So, it only made sense that he would be the first people we inducted into our newly formed Ring of Honor. To do so, we created a logo that combined the Rockies and the Devils into a mark that quickly became iconic across the league and leveraged the teams historic colors.
Never Forget Tribute Classic
With 8 months notice, our team was tapped to create a annual basketball tournament, create all the branding, sell 18k tickets and host the event. This included court branding, VIP Gifting, Ticket Design, Digital/Social/TV advertising and much, much more…
We all lost some sleep, but were proud to do it.