Nicholas Nelson Branding Marketing Designer Craft Beer Alliance Branding
CBA logo2.png

Our team was working on a pitch to bring on Craft Brew Alliance (CBA) as a client. At this time CBA managed 4 beer brands and our agency wanted to partner with them for all their branded merchandise, ecommerce and retail programs. Starting with a RFP, we brought the client on-site to the agency for an in-person pitch and facilities tour.

Role: Art Direction | Branding | Experience Design | Member of Design Team

Deliverables: RFP package | Marketing Materials | Swag

Nicholas Nelson Branding Marketing Designer Craft Beer Alliance Branding
Nicholas Nelson Branding Marketing Designer Craft Beer Alliance Branding moodboards

For the RFP, we didn’t want to just hand them another stack of papers and say we’re the best. We wanted to wow them and present a packaged presentation showcasing the agency's capabilities and desire to go the extra mile. Our aim was to entice the client to come on-site for meet-and-great tour where we could show them the entire operation.

A handful of ideas later we landed on a concept that spoke to the client's industry. Beer! Then created a custom built box to house the handles along with the RFP which sat underneath the handles.

Nicholas Nelson Branding Marketing Designer Craft Beer Alliance Branding
Nicholas Nelson Branding Marketing Designer Craft Beer Alliance Branding concept sketches
Nicholas Nelson Branding Marketing Designer Craft Beer Alliance Branding concept sketches
Nicholas Nelson Branding Marketing Designer Craft Beer Alliance Branding concept sketches
Handcut-CBA-box-1024x579.jpg
Nicholas Nelson Branding Marketing Designer Craft Beer Alliance Branding concept RFP
Nicholas Nelson Branding Marketing Designer Craft Beer Alliance Branding concept RFP
Nicholas Nelson Branding Marketing Designer Craft Beer Alliance Branding concept RFP Mike Wilson Photo

Photo credit: Mike Wilson

After delivery of the RFP we learned that we were shortlisted and the client was interested in an on-site tour. The team and I started brainstorming a connected theme that could be applied throughout all marketing assets and tour. The first of which was a printed pitch book and digital mock-ups.

Nicholas Nelson Branding Marketing Designer Craft Beer Alliance Branding concept RFP
Nicholas Nelson Branding Marketing Designer Craft Beer Alliance Branding
Nicholas Nelson Branding Marketing Designer Craft Beer Alliance Branding

The client tour was designed with multiple touch-points that visited areas around the agency's headquarters. Each department along the tour wore themed t-shirts and name tags. Sprinkled along the tour was curated stops for some 1:1 with department heads. During which we poured the clients beer into branded glasses.

Nicholas Nelson Branding Marketing Designer Craft Beer Alliance Branding art direction
Nicholas Nelson Branding Marketing Designer Craft Beer Alliance Branding
Nicholas Nelson Branding Marketing Designer Craft Beer Alliance Branding
Nicholas Nelson Branding Marketing Designer Craft Beer Alliance Branding ID tag
Nicholas Nelson Branding Marketing Designer Craft Beer Alliance Branding floor plan map