Dogfish Head

Our agency was tasked with crafting a comprehensive strategy to elevate Dogfish Head’s brand presence and drive purchase intent through a targeted PR program. In support of this initiative, I was responsible for designing a visually captivating proposal deck that translated Dogfish Head’s bold, off-centered, and artisanal branding into a polished, client-ready presentation.

Drawing inspiration directly from the brand’s website and packaging, I incorporated their textured backgrounds and earthy, vibrant color palette. Typography was selected to reflect the brand’s eclectic style, while the layout maintained a balance of creativity and clarity. To further bring the brand’s distinctive, handcrafted aesthetic to life, I developed AI-generated imagery and mockups that effectively visualized our ideas, turning abstract concepts into tangible, compelling visuals.

30 Minutes Of History Fireside Chat

This concept, for the "30 Minutes of Rebellion" campaign visualizes a cozy set design for a fireside chat featuring Dogfish Head Founder Sam Calagione and a trusted moderator. The scene embodies Dogfish Head’s warm, approachable, and slightly rebellious identity, with leather chairs, wood paneling, and a crackling fireplace. The intimate, rustic atmosphere reflects the brand's authenticity and craftsmanship, creating a setting that feels both inviting and iconic.

30 Minutes Of Rebellion VIP Mailer

This concept, for the "30 Minutes of Rebellion" campaign combines bold visuals and interactive elements to create a memorable, shareable experience. Packaged in a glass-fronted box with a playful “In Case of Rebellion Break Glass” design, the kit includes a branded mini hammer, a 30 Minute IPA can, and wellness items with a rebellious twist, like a resistance band and a quirky mindfulness guide.

30 Minute Murals

This concept, for the "30 Minutes of Rebellion" campaign visually reflects Dogfish Head's creative and community-driven brand identity by combining vibrant, locally-inspired mural art with lively celebrations. In three East Coast markets, local artists will paint murals inspired by Dogfish Head’s lore and style within a 30-minute window, bringing the brand's bold and artistic essence to life. The process, captured for social and media use, emphasizes authenticity and storytelling, while the murals themselves transform under loved city spaces, echoing the brand's purpose-driven ethos.

The Sound Seekers Voyage

This concept for the Grateful Dead Juicy Pale Ale launch
encapsulates Dogfish Head’s adventurous and artistic identity by combining the spirit of the Grateful Dead with the brand's love for storytelling and creativity. The visual showcases a vibrant, branded houseboat adorned with Grateful Dead-inspired art and Dogfish Head’s signature quirky charm, set against the backdrop of East Coast waterways and iconic music hubs. The image reflects the essence of Deadhead culture through bold colors, playful graphics, and a sense of movement and mystery.

R&DFH Speakeasy Listening Room

This concept for the Grateful Dead Juicy Pale Ale launch transforms Dogfish Head’s R&D room into an immersive, multi-sensory haven celebrating the launch of the Grateful Dead Juicy Pale Ale. The visual showcases a dimly lit, retro-inspired speakeasy with warm hues, psychedelic lighting, and Grateful Dead-inspired art and decor. Plush seating, vintage speakers, and ambient projections set the stage for an intimate listening experience.

Mobile R&DFH Sensory Experience Airstream Tour

This concept for the Grateful Dead Juicy Pale Ale launch brings Dogfish Head's creativity and connection to music culture on the road with a fully branded Airstream trailer. The visual showcases a retro Airstream adorned with vibrant, psychedelic Grateful Dead-inspired artwork. Inside, the trailer transforms into a sensory oasis with trippy lighting, vintage décor, and AR/VR stations, immersing visitors in the world of the Grateful Dead and Dogfish Head’s Juicy Pale Ale.

Silent Disco Tasting Experience

This concept for the Grateful Dead Juicy Pale Ale launch is a scaled-back approach to the Airstream Tour and blends Dogfish Head’s communal and creative ethos with a modern, individualized twist, celebrating the launch of the Grateful Dead Juicy Pale Ale. The visual captures an intimate event space with guests wearing wireless headphones, enjoying curated Grateful Dead playlists, and sampling tasting flights of Dogfish Head brews paired with music-inspired bites.

"Grateful Sessions" Live Acoustic Showcase

This concept for the Grateful Dead Juicy Pale Ale launch celebrates the enduring legacy of the Grateful Dead while connecting Deadheads through music and craft beer. The visual captures an intimate, acoustic setup with musicians performing Grateful Dead-inspired sets against a vibrant backdrop of Dogfish Head branding and rustic charm. This concept embodies Dogfish Head’s dedication to fostering community, and music culture, creating a heartfelt, shareable experience.

Dogfish Head Alpine Escape

This concept for the brand's holiday campaign transforms a New York City venue into a cozy, festive holiday rink lodge, blending winter lodge charm with the excitement of an indoor skating rink. The visual captures a vibrant space filled with lodge-inspired decor, warm lighting, and a bustling rink, where guests glide across the ice while sipping seasonal brews at the "skate-up" bar. Faux fire pits, and cozy lounge seating add a personal touch, creating a welcoming atmosphere perfect for photo ops.

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