Company Re-Branding

Aside from building out the website and asset library, I’m proudest of my contribution to their design aesthetic. The goal was to incorporate the warm wood tones that accent the physical spaces’ industrial architecture. I took photographs of the countertops and walls of each location so that backgrounds of the taproom pages echoed the taprooms themselves. The company’s logo suite and much of their merchandise is retro, so I used a cream color to balance those highly saturated colors. See below for how this is applied to social campaigns:

For this craft brewery, we wanted to highlight the owners’ connection to both racing and the entertainment industry. The former is reflected by content dividers using a checkered flag design; the latter represented by a large section featuring the company’s home-brewed YouTube series. Both are utilized for community outreach, making contact and calendar information clear for car shows, bands, and film screenings.

I love working with smaller companies or individuals who are trying to strengthen their brand identity. My first task is to sit down with the heart of an operation to better understand their mission, and help them develop consistent visual language that makes their narrative stand out from other businesses in the field.

Original Website

Knowing this website was going to take longer to produce due to our hourly budget and timeline restrictions, I decided to update the existing site first.

Added a navigation bar
Made header images more ADA compliant
Embedded the social media feed and added a newsletter plugin
Created a page for the in-house restaurant
Added introduction paragraphs for each taproom and adjusted the layout so content was more readable
Adjusted SEO meta descriptions and equipped Google Analytics to track site traffic

New Website

These were attributes of the final website

Created contextual outgoing links to our affiliates
Added privacy policy and copyright information to the footer
Added forms for donation requests and bartender applications
Added sections for awards and reviews
Extended the core menu to include specialty beers, non-beer options, and “archived beer” to show range
Embedded Google calendar so it was interactive/live instead of static
Created profiles for our management and brew staff for personalization
Updated shop page (Square) with: logo that links back to main site, higher quality product photos, membership options, and removed out of stock retail
I wrote the CSS for mobile optimization

Custom Animations

Logo Redesign

The request was to stick as close as possible to the original design (upper left of the process sheet below); just to clean it up and make the elements more recognizable. For example, redraw the avocado and make the text more succinct. Still, I gave the client layout and font options. The red indicates what they wanted from each sketch.