11th Anniversary Campaign & Party
FEBRUARY 2025
DESIGN LEAD
Megan Pennman
DESIGN & PRODUCTION
Maria Badasian
OPERATIONS & LOGISTICS
Geriz Ramirez
Joy Reichenbach
DIGITAL MARKETING
Mike Sacchetti
Kassala Holdsclaw
To boost winter sales and navigate Dry January, we ran a three-week campaign—Amped! Week, Collab Week, and 11th Anniversary Week—blending product launches, social engagement, and a finale event. The challenge was keeping momentum while tying everything together. By collaborating with breweries, building templates for content, and creating eye-catching visuals, merch, and event materials, we kept people excited. We built hype around our beer releases—ultimately pouring 100+ kegs across eight taprooms and selling 3,000 cases through taprooms. The campaign drove real impact by increasing taproom traffic and sustaining energy across all three weeks.Amped! Week
and Collab Week
Starting with Amped! Week, a week of beers that are supercharged! I developed a visual language around these key words, “amped,” “charged,” “blast,” etc. This week also acts as a precursor to the final 11th Anniversary week and party. Amped! Week set the tone with a supercharged theme, and a bold yellow carried through all three weeks.
For Collab Week, all the beers were in collaboration with other breweries. The concept took a more straightforward approach, using the characters in the beer labels to help support UGC content.
11th Anniversary
Finally, the 3rd week of beer releases that lead up to the party. Working with some of the same colors as the other 2 weeks, hand-drawn lettering, shapes, motion design, and language around the event itself.