Blue Moon Local VisID

CHALLENGE:

Blue Moon’s marketing in each of its key cities has been created in isolation, leaving each feeling unique at the expense of brand unity. The brand engaged us to develop a systematic approach to celebrate each local demographics’ culture while bringing them all together under its premium aesthetic.

SOLUTION:

We created a templated approach that highlights each city’s unique skyline, local traditions, and landmarks, as well as brand-centered music, food, and baseball scenes. My team spotlighted the iconic Blue Moon glass by placing it in the city center, symbolizing the brand’s emersion into a cities culture. For maximum brand impact, my team and I researched and collected feedback from locals before creating master graphics for billboards, events, promotional merchandise, social posts. 

The project scope, initially for 16 unique cities, was later expanded to encompass 27 local markets.

ILLUSTRATION | ADVERTISING | DIRECTION