After 30+ years of an unchanged logo and visual identity, Brooklyn Brewery acknowledged a need to refresh their product design; strengthening their identity and subtly modernizing the brand. Over the course of 2021-2022, I managed this delicate process, working with internal and external stakeholders between creative, sales, and agencies to moderate feedback discussions, provide actionable next steps, align on goals, and translate a new design across multiple touchpoints including packaging, digital brand identity, and POS.

As a result of the updated visual identity, the entire digital library was now no longer accurate and needed to be completely rebuilt. I produced a +$100,000 photo and video shoot to populate the brand’s new content library with hundreds of assets that would resonate with consumers across global markets as well as observe numerous international compliance laws. The end result was a vibrant, well-rounded library of photos and videos that showcased an exciting, unified brand, as well as the unique value proposition behind each product.