Hand-drawn illustrations were created for the key art of the campaign: one large illustration of an old, wooden cask (with festival and SweetWater branding on the side) in a lush Southern forest to act as a header for collateral, and secondary illustrations of a scroll (to contain subheadline copy content) and the top of a cask in a leafy seal (to use as a smaller icon in various applications where the large header is not appropriate).
Once the illustrations were finished, they were applied to a layer of antique paper set over a dark tobacco-stained wood texture. A lockup for the event's title was created as well as a grid for all of the participating brewing organizations.
The key art was carried across to the front of a postcard design. The reverse side features all of the retailers, home-brew clubs, media and non-profit organizations brewing at the festival.
Another component of the overall print collateral was a case tucker with a fold-down flap to insert into cases so that they could be wrapped in the event's key art.
An eight-page, bi-fold brochure given to all event attendees, the program detailed each cast at the festival as well as contained advertising placement. Special thanks to Josh Guss of Sirtin Studios for taking the style guide and creating the vector for the festival map!
The key art was also turned into a design for the event's apparel. Special thanks to Rusty Thomas in the Art Dept. of PTS Screen Printing in Norcross for handling the application of the illustration to the shirts!
Upon receiving one of the posters, William Adeimy of Xorbia Tickets contacted myself and Steve Farace with interest in commissioning a local artist to re-create the event's key art as a mural to be given to the People's Choice Cask Winner. Justin Berent, the muralist, did an amazing job of taking the initial design and creating the following piece for the event!
Also created was a design for the event's website that incorporated the key artwork of the branding. Special thanks to Shaun Duncan for handling the site's development and implementation!
Digital ad units were also created for placement on Creative Loafing's website.