WORK
DEAD GUY IPA / IPAs are Dead
Creative Director / Rogue Ales & Spirits / Photo Credit Noah Smith
2023 Craft Beer Marketing Awards Gold Crushie: Best Overall Marketing Campaign
2023 Craft Beer Marketing Awards Platinum Crushie: Best Video - Humor
In 2023 Rogue launched a Dead Guy Brand Line extension where I created all assets and oversaw execution of the new brand family launch. First in the series was the launch of Dead Guy IPA and the “IPAs are Dead” marketing campaign. Best part of the campaign was making mini coffins full of Dead Guy IPA buried in dirt and sending them to distributors, beer writers and influencers in the mail. This product launch lead to Dead Guy IPA quickly becoming Rogue’s best selling product and a 200% growth for our flagship beer Dead Guy Ale. The “IPAs are Dead” campaign resulted in a 183% increase in our social engagement
Collaboration with Tactics x Dead Guy / Art Direction / Photo Credit Noah Smith
DEAD GUY COFFIN CLUB
Creative Director & Designer / Rogue Ales & Spirits / Photo Credit Noah Smith
MOM BEER
Creative Director & Designer / Rogue Ales & Spirits / Photo Credit Owen Hamilton Leman
2024 Craft Beer Marketing Awards Gold Winner: Best Packaging
This beer is dedicated to Rogue Moms, the original rebels who dared us to dream, always supported us, forgave our questionable tattoos, and maybe rocked a few of their own. Look closely, and you might even spot a Rogue Mom you know. This Wheat IPA is made with Oregon Rose Hips and is full of character. It’s bold, adventurous, and a little wild, just like the fearless women it’s dedicated to. Here’s to Mom, a true Rogue.
CANNED COCKTAILS
Creative Director & Designer / Rogue Ales & Spirits / Photo Credit Noah Smith
2023 Craft Beer Marketing Awards Platinum Crushie: Best RTD Cocktail Design
My first project at Rogue was to rebrand and redesign the Canned Cocktail product line. We created the marketing campaign ‘Mixed Opportunities’ around these RTD cocktails with the tagline “What are you missing while you’re busy mixing” , reminding consumers to not miss out on the big moments by mixing their own cocktails. This award winning redesign led to a 15% increase in product sales.
RECREATIONAL CBD SELTZER WATER
Creative Director & Designer / Rogue Ales & Spirits / Photo Credit / Noah Smith
After the success of the Canned Cocktails, my next project was to tackle the rebrand and redesign of our CBD Seltzer line. This redesigned received a Gold Crushie for Best NA Design at the 2022 Craft Beer Marketing Awards and gained a 42% increase in our sales.
CASCADE BREWING
Designer / Cascade Brewing
For over five years, I served as the Head of Creative at Cascade Brewing, revitalizing the brand and diversifying the product range. Successfully introduced 500ml bottles and initiated the brand's inaugural venture into cans, beginning with 12oz sizes and later expanding into sleek 250ml cans.
