Making Winning Work

A rebrand should do more than look better. It should solve a problem.

For the Great American Beer Festival competition, the opportunity was turning a prestigious award into a powerful sales tool.

I reimagined the competition brand with bold new medals, marketing assets, custom tap handles and so much more – that help winning breweries promote and sell their beer.

The response was huge. Widespread toolkit adoption, enthusiastic industry feedback, thousands of dollars in new product sales, and a redesigned identity embraced by award-winning breweries nationwide. The new creative quickly appeared on packaging, across marketing campaigns, in retail environments, and behind taproom bars.

More than a redesign. A brand built to work harder.

A 40-year icon, reimagined. Bigger, bolder GABF medals with a fresh, modern identity designed to elevate the prestige of winning and connect award-winning breweries with consumers.
A 40-year icon, reimagined. Bigger, bolder GABF medals with a fresh, modern identity designed to elevate the prestige of winning and connect award-winning breweries with consumers.
The win doesn't stop at the podium. Custom gold, silver, and bronze tap handles were given to each winning brewery - bringing the refreshed GABF brand straight to the bar, putting award-winning beer front and center where buying decisions happen. I designed and worked with vendor to get hundreds of these in taprooms across the U.S.
The win doesn't stop at the podium. Custom gold, silver, and bronze tap handles were given to each winning brewery - bringing the refreshed GABF brand straight to the bar, putting award-winning beer front and center where buying decisions happen. I designed and worked with vendor to get hundreds of these in taprooms across the U.S.
Designed to Stand Out. Built to Sell. Ie transformed hard-to-read award graphics into bold, packaging-ready badges that consumers can instantly recognize. Adopted by winning breweries across the country, the new identity puts award-winning beer front and center where purchasing decisions happen.
Designed to Stand Out. Built to Sell. Ie transformed hard-to-read award graphics into bold, packaging-ready badges that consumers can instantly recognize. Adopted by winning breweries across the country, the new identity puts award-winning beer front and center where purchasing decisions happen.