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.
Iron Hill Brewery
Iron Hill Brewery & Restaurant is the most award-winning brewery east of the Mississippi. In 2021, the Neff Creative Team partnered with Iron Hill to conduct a brand review and develop a new positioning statement — "Iron Hill forges beer & food on-site, uniting crafted tastes since 1996."
Simultaneously, our team worked to build a marketing campaign to launch Iron Hill in the Atlanta market. As Creative Director, I photographed the brand's beer and food for OOH and digital advertising, while also leading our team through full development and implementation of the creative campaign across multiple mediums.
Credit: Neff Creative Team