Fire Maker Brewing Website & Brand Development
This project involves many facets of creativity including: design, art direction, graphic design, photography, and brand development.
ROLES:
Web Design
Art Direction
Graphic Design
Copywriting
Photography
Brand Design
Project Management
Social Media Marketing
OVERVIEW
In February 2019 we kicked off the project. I was hired as the Marketing Manager, and the second employee ever of the company. I worked with the Owner to launch Fire Maker Brewing Company, which at the time didn’t even have a name. There was a lot of work to be done that ranged from the building of the brewery to the building of the brand. We wanted to create a brand that would become an Atlanta staple, and stand-out from the competitors.
Timelines were tight, days and nights were long, but our spirits were high.
RESEARCH
We met with potential customers, networked with our competitors, and conducted competitive analysis on other brands- both successful and stagnant, to see what works, and what we could improve upon.
From our research we crafted our key objectives to begin building the brand.
DEFINE
Before beginning the initial design stages, we wanted to define our brand: who we are, and what we offer our customers that sets us apart. We decided on the name Fire Maker, and dove deeper into what a Fire Maker was, both literally and figuratively. This was an important step because it was the basis for our brand voice. The owner wanted the brand represented by a mascot; something we could personify.
We decided on a dragon, because they breathe fire.
THE CHALLENGE
The challenge of choosing a dragon to personify in branding a brewery was tough. We didn’t want to marginalize customers or become too niche. We wanted our brand to be fun and light, something that was universally appealing. So we crafted a voice for who we are, and who our dragon is: a fun and friendly dragon; strong in character, but silly after a beer or two.
DEVELOP
A brand guideline I created
THE LOGO & COLORS
Now that we had a voice, we needed visuals. I led art direction for the logo creation, and color palette selection. We worked with a graphic designer who specialized in brewery logos. After a few iterations we created the final brand guide.
A motion graphic I created, to show the logo versions: phase one to done
DESIGNING THE SITE
In the web and mobile design phase, I explored a lot of design directions, and in late 2019 I created and launched our website.
First I did market research looking for similar platforms or solutions that would deliver insights. From my research I realized that there was a huge opportunity to streamline multiple aspects of the website - including the home page, navigation, category pages, and product pages.
I sketched wireframes that would allow users to find relevant information about the start-up brewery, with an appealing visual flow. After feedback from the owner, testing, and iterations, I finalized the interface.
The site used the homepage for storytelling about the brewery coming soon to Atlanta. I used best practices for navigation and future product pages. I created an interface that was minimalistic but bold. It defined our brand, our mission, and showed our aesthetic.
MOBILE RESPONSIVE DESIGN
E-COMMERCE SITE
CREATING AN ONLINE SHOPPING EXPERIENCE
I wanted to build a beautifully crafted eCommerce store that would bring the products and brand to life. At the time, we didn’t have beer yet, so our online Merch store was our only source of revenue. I designed all of the merchandise, and used drop-shipping companies to print and ship the products. I also hired models for a photoshoot, that I shot to intentionally match the drop-shipping mockups for a seamless look. I also created all of the copywriting on the site.
I then consolidated our multiple sites for better brand consistency and accessibility.
SIMPLIFYING NAVIGATION
I wanted to make it simple for people to find and buy more products. I created parent categories and subcategories to help users locate products and information.
SOCIAL ELEMENTS
Social interaction played an important role. We were not just trying to sell products, we were trying to gain a loyal following. I used promotional pop-ups for our newsletter so users could “Become a Fire Maker” and stay up to date on the brewery.
PRODUCT FILTERING
I implemented features such as product filtering to help users find their favorite product while also being introduced to new ones.
THE CHECKOUT
The payment stage needed to create a trusted environment. I wanted to make the process of entering information easy and fast - and eliminate any user friction as part of this crucial step.
EDITORIAL PHOTOGRAPHY
I hired models and rented a set for a photoshoot which I photographed. I shot and edited the pictures to intentionally match the drop-shipping product mockups for a seamless look. I wanted to create an editorial look that matched our brand - laid back luxe.
Photography by me
Photography by me
Photography by me
Photography by me
Photography by me
Photography by me
Photography by me
Photography by me
Photography by me
Social Media
I created and built Fire Maker Brewing Company’s social media presence from the start of the company. I shot and edited all of the content including professional product photography, videography, and also iPhone photos/videos. For our professional photography I create and manage all aspects of the shoot including concept, coordination with models, styling, shooting, and editing. My photography has helped win Fire Maker multiple international awards. It has also been published in dozens of large publications.
I also develop all the copywriting for our social media accounts, crafting engaging and on-brand messaging that resonates with our audience and complements the visual content.
I develop and manage successful social media campaigns that have generated 30,000 organic followers and subscribers across platforms in 3 years post opening the business, with an average engagement rate of 9% across social media platforms.
I also have partnered with over 150 influencers and industry experts to enhance brand visibility and credibility.
ART DIRECTION
I lead our marketing department and outsourced artists, with a consumer-centric mindset. I collaborate with other departments to create marketing plans, align team priorities with business objectives, and deliver high-quality work on time and on budget. When I am not the one creating content, I review and approve art, copy, designs, and more. I’m passionate about creating best-in-class work, and maximizing the talents of my team.
Overall, my goal is to inspire others by guiding our creative efforts to be superior.
BEER LABEL ART DIRECTION
3D renderings created by me
I work remotely with talented artist, Jordan Atkinson, to create our beer labels. The process starts with concept creation from me and the owner - I’ll create a sketch or rough digital design - then pass along the concept to Jordan, who illustrates the art after rounds of iterations and feedback.
After he creates the illustrative part of the label, I design the rest including typography, graphics, logos, codes, and information about the beer.
I work with our head brewer to gather tasting notes about each beer. After learning about and testing the beer, I create the copywriting information which we call the “beer story.”
I love to tell a good story.
EVENT MARKETING ART DIRECTION
I oversee the layout, design, and production activities for all events. Below are a few highlights, and include art from 2021 and 2022 made for our annual music festival, Honahlee-Land. Illustrations by Jordan Atkinson.
MURAL PROJECT ART DIRECTION
I lead the creation of a wide mix of multimedia projects including our murals. This mural was created before the brewery opened. It is the main focal point of the Taproom. We wanted to create a brand that would become an Atlanta staple, so we included “ATL” and the Atlanta skyline. We also wanted to introduce our dragon - fun and friendly, strong in character, but silly after a beer or two. So we created him guarding hops, with a slight smirk - that would end up being a defining characteristic of the mischievous dragon.
Mural by Jordan Atkinson
GRAPHIC DESIGN
I’m responsible for creating many facets of designs from concept to final artwork. I create and oversee all graphic designs for our in-house marketing efforts and for our distributors. Many of these designs end up in large chain stores, high-end hotels, and large events. Below are a few highlights.
PACKAGING DESIGN
BILLBOARDS
CASE STACKERS
PHOTOGRAPHY
I create all of Fire Maker’s professional photography for branding, promotions/advertising, and social media. I’m responsible for all aspects of the photography including concept, coordination, styling, shooting, and editing. My photography has helped win Fire Maker multiple international awards. It has also been published in dozens of large publications.
Photography Published In
AWARDS
I’ve lead our Marketing Department in winning multiple Marketing and Design awards, including Best Website Design. I also led community-based marketing initiatives that ranked Fire Maker #2 Best New Brewery in America by USA Today.
2022
Craft Beer Marketing Awards - Gold in Best Use of Social Media/Overall Content and Aesthetic
2021
USA Today - #2 Best New Brewery in America
Craft Beer Marketing Awards - Gold in Best 12oz Can Design
Craft Beer Marketing Awards - Gold in Best Web Design