POP-UP EVENT BRAND, ANHEUSER BUSCH
The Brief: Advise creative direction for a new event space venture, establishing a visually compelling identity within the alternative wellness industry while collaborating with senior leadership to craft consumer experiences ranging from fitness experiences to glamping excursions to chef-led collaborative group dinners.
My Approach: Conceptualized three distinct identity options for testing, ultimately selecting a solution that created a cohesive, enduring brand presence across all touchpoints and consumer experiences. Researched and ideated human-centric offerings that would resonate with consumers while promising a high return on investment.
Results: Investments resulted in the purchase of 90 acres for the brand’s first property and is currently being built to offer 80 annual events as well as 10 glamping cabins.
