Event Branding To Meet The Moment
This dynamic campaign delivers a fully scalable marketing system for the 2017 Vancouver Craft Beer Week. Serving as the seasonal visual framework for the ten-day citywide event, the promotional package beautifully captures the transition from spring into summer. The graphic assets blend the regional landscape with the high-energy excitement of the festival's fairgrounds destination, anchoring this annual celebration of the local craft beer community across print and digital platforms.
Campaign Design & Art Direction: The visual system draws direct inspiration from the sunset hues of the event's official collaboration beer can—translating a vibrant palette of summery gold, peach, coral, and seafoam green across all media. Mirroring the tropical notes of the hazy pale brew, the art direction establishes a warm invitation to explore local craft culture. To ground the campaign materials in their physical destination, the artwork integrates the iconic silhouette of the PNE Fairgrounds backdrop, weaving coastal mountains and local evergreens together with the stylized lines of carnival rollercoasters and Ferris wheels.
Scalable Marketing Collateral: Engineered for massive production versatility, the responsive layout was optimized to handle the strict demands of a multi-size campaign roll-out. The composition effortlessly scaled across twelve unique digital display ad dimensions and diverse print variations without compromising typographic hierarchy or illustrative detail. From compact street handbills and large print advertisements to expansive digital assets and festival signage, the adaptable framework maintained a unified, high-impact presence leading up to the main weekend.
