Thoughtful design. Better ways forward.
Print, email, social, event, and POP Design all created with curiosity, collaboration, and a strong service instinct.
Print design is where information, function, and physical experience come together.
Because product fit and shipping costs varied by region, I replaced an expensive 40-page catalog with a flexible system of co-branded supplier sheets that salespeople could tailor to each brewery. The new approach made the information more relevant, easier to update, and more useful during sales visits.
I designed and sourced a branded clipboard to hold the new sales sheets. Because clipboards are commonly hung from fermentation tanks, it already belonged in the brewery workflow. The clipboards became coveted items brewers requested directly, keeping our name in their workspace and creating new openings for sales conversations.
Email is where product education, supplier visibility, and ongoing sales conversations come together.
Brewers are quick to tune out brands that crowd their inboxes, so I turned irregular sends into a dependable monthly campaign featuring supplier announcements, technical education, and event communication. Over four years, I grew the audience from roughly 800 to more than 4,000 while typical open rates remained between 47 and 54 percent.
The audience was built entirely through direct industry engagement, including event contacts, website signups, and pathways from social media. The goal was not simply to make the list larger, but to build a relevant B2B audience that continued choosing to pay attention.
Social
Social media is an opportunity to build relationships, not just broadcast information.
Working across more than 13 supplier brands meant shifting between different visual identities, products, and technical information. I created educational content, product highlights, and event promotions that respected each supplier’s brand while keeping the information clear, approachable, and useful to working brewers.
Shown here: one supplier across three social platforms. Visit the company feeds to see the broader range of supplier brands and content.
Trade Shows & Events
Successful events are built long before the booth goes up.
My goal was to make the sales team look prepared and give them time to sell. I coordinated vendors, venues, RSVPs, sponsorships, brewery and supplier partners, promotion, and onsite logistics, handling whatever needed attention so the final experience felt seamless.
For CBC, I owned the donated-beer program from brewery outreach through event service. I connected each beer to the ingredients used to make it, promoted the participating breweries and products, and coordinated with event staff and beer wranglers. I also sourced the horse trailer our team transformed into a mobile bar, helped with hands-on cleanup, and prepared the production artwork for its branded vinyl graphics.
I created and coordinated this educational event with Lallemand from the ground up. I secured the host brewery, aligned the supplier, venue, and internal team, and handled the social promotion, email outreach, and RSVPs. The event gave brewers direct access to technical expertise in a setting built for learning, questions, and genuine product conversations.
This industry party brought customers, suppliers, products, and the Pro Brew Supply team together inside our new warehouse, creating a relaxed setting for product conversations and stronger relationships.
Point of purchase is where design has to work in the real world.
At May Group, I worked across illuminated signage, branded displays, wayfinding, and custom retail pieces. Whether designing from scratch or preparing production artwork, I focused on protecting the brand, communicating quickly, and creating something that could be successfully manufactured.
Retail & Point of Purchase
Some projects began as original concepts. Others required rebuilding legacy files or adapting established brand assets for new sizes, lighting, materials, and fabrication methods. The images shown are representative showroom and product photography from May Group. My contributions across this work included original design, production artwork, file reconstruction, and adaptation for fabrication.
Promotional Video & Interviews
Video is where technical information becomes personal, approachable, and easier to remember.
I worked with the sales team to shape product stories, then planned, coordinated, filmed, interviewed, and edited everything from full brew-day interviews to short educational videos. Spending the day inside each brewery helped me capture real processes, natural B-roll, and the people behind the products.
For Brew Day interviews, After the sales team and I agreed on the product focus, I learned about each brewery’s system, set up the shots, conducted interviews, and captured the brewing process as it unfolded. Being integrated into the day made the footage feel documented rather than staged and gave each product a credible place within a real brewery workflow.
A short, playful look at what actually happens when our team crimps brewing hose, turning a behind-the-scenes production process into useful customer education.
A quick, personality-driven brew-day video featuring No Label Brewing, Hound Song Brewing, and Pro Brew Supply, created to highlight IREKS malt.
2023 Gold Crushie · Best Ingredient Collaboration · Craft Beer Marketing Awards