Our team's brand review consisted of research, a competitive analysis, brand positioning and copy lines. We took into account Iron Hill’s brand perceptions from price, quality, service, branding, reputation and the younger craft beer audience as we formulated different positions the brand could occupy in the marketplace. Our goal in our recommendations was to better tell Iron Hill’s story while expanding, not diminishing their brand history for the past 25 years.
Our Creative Team also refreshed the look and feel of Iron Hill’s advertising while intertwining the new positioning to promote their new Perimeter Georgia location. Working with their team, we formulated a strategic media plan that included radio, out of home and digital.
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Iron Hill Brewery
Iron Hill Brewery & Restaurant is the most award-winning brewery east of the Mississippi. As Neff's Creative Director, I led a brand review for Iron Hill, developing a new positioning statement — "Iron Hill forges beer & food on-site, uniting crafted tastes since 1996."
Simultaneously, as lead designer I built a marketing campaign to launch Iron Hill in the Atlanta market. I photographed the brand's beer and food for OOH and digital advertising, while also functioning as design lead on the campaign across multiple mediums.
SCOPE
Strategy
Messaging
Creative
Photography
Advertising
CREDIT
Neff
2022
ROLE
Creative Director
Art Director
Lead Designer
Content Creator
Photographer