Hop Madness
BEER WEEK, MARCH 2025Hop Madness is Other Half’s take on March Madness, where limited-edition beers go head-to-head in a bracket-style competition. While the campaign builds on existing assets from previous years, I expanded the visual system to feel more dynamic and game-ready—introducing a broader color palette to assign a distinct team color to each beer and illustrating new characters with expressive, basketball-inspired details. I designed the bracket match-up templates for social, punch cards for taproom engagement, and merch featuring refreshed Hop Madness lettering. I also created animated content using kinetic type and motion graphics to support a sports-style video with our founders, tying everything together into a playful, cohesive campaign that boosted beer sales and customer interaction.