Though I cannot share specifics about this project yet, I am happy to share my experience & responsibilities.
Scope
1 Final can design
3 Concepts to present
Role & Responsibilities
I ideated, conceptualized, and executed three concepts for a 16oz. can design between MadTree & an account. I took inspiration from three aspects of the account: its space, the customer experience, and its location on a popular street. Each element was conceptualized either using illustrations, human silhouettes, or photography.
Additional Context
The design must hero the account and use its branding and aesthetics as the sole design standards. It was decided that we would approach it from a “contract brew” perspective, since we are canning beer specifically made for the account.
Not-Yet-Public Can Design
Role & Responsibilities
I led the design process on the Impact Report from beginning to end. I explored three distinct design directions, presented them to the marketing team, and we narrowed it down to this final concept.
The objective of the report is to highlight MadTree's Impact and 1% contributions in the community, our spaces, and products/processes. As well as highlighting MadTree's B Corp status and “Let's Grow Local” tree planting project.
MadTree’s 2025 Impact Report
Social Carousels
Once the Impact Report was posted, we decided to post weekly “Impact Nuggets” on social media to highlight our achievements.
Impact Report Announcement Video
To announce the Impact Report, we wanted to do more than a static post. Using photos from the report, I quickly animated this short video in just under 2 hours. I scoped music, chose the images, and used Adobe After Effects to pull everything together.
Additional Context
The design needed to highlight MadTree's key impact touchpoints and ensure the information was easily digestible.
In my "design rulebook" for this project, I needed to do the following:
+ When possible, have shapes/text interacting with photo subjects.
+ Utilize organic shapes & tree rings as text containers.
+ Do not repeat a layout more than twice in a row.
Role & Responsibilities
I conceptualized and executed the visual direction for Bonanza, MadTree's anniversary party. Each year, they create a new brand identity for the event. However, this time the goal was to create an evergreen identity that could be repeated and tweaked for upcoming years.
Bonanza
Concept Explorations
I created three directions to present to the team, and we decided the leftmost option was the most representative of the MadTree brand.
Social Carousels
We wanted to highlight the energy of the celebration, so we alternated between text slides and photos of previous Bonanzas.
Story Sets
I designed “story sets” for the rollout of social marketing. The first slide is a template for our social media lead to switch photos, the second story slide has all the event information and includes two color versions.
Post-Event Reflections
Though I believe our visual system was strong, I think we could've curated a better, more interactive taproom experience. Beyond posters in the taproom, there weren't taproom banners/signs/etc. that would indicate a big celebration was happening. The event was held over St. Patrick's Day weekend, and we hoped it would encourage higher attendance, but we didn't take into account the competition from other bars celebrating the holiday. Some things were out of control; it was a rainy, cold weekend, which isn't encouraging to customers.
Overall, we had great music, karaoke, and food deals that were a hit with the crowd. I think next year, these lessons will influence the way the team curates this event.
In the future, I would focus more on the taproom experience and be more aware of the event's timing. This was fresh off the opening of Parks & Rec (MadTree's third location), so this was a lower priority this year.
Role & Responsibilities
I executed a range of merchandise designs for MadTree's locations. I illustrated a variety of graphics and ideated on designs that would fit into overall marketing campaigns.
Merch
Sasquatch Character
The team wanted a park ranger character for MadTree Parks & Rec, so I came up with multiple concepts, and we narrowed it down to this squatch. I created a squatch toolkit, which includes a range of poses and outfits. He is happily represented on our kids’ shirts and a window cling at MadTree Parks & Rec.
Brand Characters
Great Day to Sway
The marketing team had discussed making a Sway (MadTree's canned cocktail) character for a while, so I made it a reality. I think it would be a great illustration to put on shirts, posters, stickers, etc. Plus, it could be drawn in a variety of poses and situations.
