A 20-year-old brewery woke up in 2014. It found over 500 craft breweries in Oregon and Washington state.
My job was to harness our vision and tell our story. With wonderful beer brewed in an iconic place, TG's story was (and is) rich in depth and history, yet largely undiscovered. I set out to introduce folks to our brand, place, and beer while also focusing heavily on sustainability, efficiency, and long term profitability.
Role | Director of Marketing & Creative Strategy
2014 - Present
Efforts:
Creative Direction
Branding Strategy
Project Management
Beer R&D
Digital Strategy (Social, Web, E-Commerce)
Communications (Internal + External)
Field Strategy (Events, Festivals, Consumer Interaction)
Partnership + Sponsorship
Notable Projects
A Vessel for the People
"Our drinkers hike, raft, ski, bike, hunt, fish, and generally don't do much "sitting around". It was time our beer vessel walked that walk. From creative direction to production, I project managed our first ever beer in a can, and the results were astounding. With a crisp brand, quality liquid, and a team of ambassadors- we showed our home market that we were listening. Since then, we’ve added 2 additional products to our can line.
It’s not all about IPA
With trends still honoring the PNW love for the IPA, we orchestrated a move to capture the second best category: Pilsner/Lager. The release of TG Pilsner signaled we could compete where trends were heading, not just where they currently were. I convinced our retail partners to join us in listening to the data and get on board. The result? A 120 store expansion for TG Pilsner.
The Big Idea
"Crafting a world class beer is hard. Crafting a message about the location it comes from is really hard- especially if you brew in one of the most unknown places in the Pacific Northwest. We set out in 2014 to harness our foundation. I worked on the strategy for "Middle of Nowhere, Center of the Universe" which described our home and history. This concept finally came alive in 2015/'16 and led our strategy on social, artwork, partnership/sponsorship, and movement toward recognition in a busy beer world."
Thinking about Paper
"We used a lot of bleached cardboard. Subsequently, we were using a lot of ink to create branded boxes nobody saw. I led the redesign on our beer cases which cut our ink and cardboard usages by 50%. Using this universal, brown case, we're now able to expedite our packaging and save time and money, and the cases looks pretty damn good too. The best part? We're simply reducing our impact on the earth.
Getting Folks Through the Door: Web Presence
"With more TG consumers utilizing mobile, I led a mobile driven web redesign concept which was in need of a design and platform facelift. By highlighting our place and staying highly visual, we're able to draw users from all over the region which led to high traffic, great reviews, and the highest pub attendance in our history. It's a great experience, authentic and honest."
The Deal:
"It's all about relationships. In 2014/15 I was able to orchestrate market launches on Oahu, throughout the state of Montana, Boise, Idaho, and Internationally in Japan and Australia- introducing new markets to Terminal Gravity's story. We were able to build those relationships and add crucial market presence.