Grand Rapids Brewing Co.

In 2013, I joined BarFly Ventures, a restaurant group in Grand Rapids, MI. As the Creative Director of the Grand Rapids Brewing Co. brand, my scope of work was focused on delivering creative solutions and assets to increase brand awareness, enhance the customer experience, and provide collateral for additional growth metrics for the year, including special and sponsored events.

My role provided me with the chance to work cross-functionally and partner with other departments, such as Operations, Brewmasters, Finance, and more, to ensure assets and projects aligned with the vision and desired requirements. Assets designed and executed during my time there ranged from in-store collateral, such as menu designs, packaging & bottle designs, and brand presence materials, to external collateral, such as billboards, public signage, and general advertisement assets.

bOTTLE PROGRAM

THE URSA PROJECT

In 2018, I spearheaded the creative direction for the Ursa Project at Grand Rapids Brewing Co., designing the "URSA" brand identity, logo, overall bottle concept, and the design for Ursa Minor. I collaborated with local vendors like Plexicase for the masterfully-built sign, Cropmarks for exterior window vinyls & print collateral & Beer City Glass for screen-printed bottles. This project not only showcased the brewery's creativity but also strengthened community ties, making it a memorable event in Grand Rapids' craft beer scene.