SheBrew
SheBrew serves as a celebrated platform for women brewers and cider makers to showcase their craft through an annual festival, with all ticket proceeds supporting the Human Rights Campaign's ongoing work to protect LGBTQ+ rights. Embracing inclusivity at its core, the festival welcomes people of all races, ages, and genders—a value deliberately reflected throughout the brand's identity.
Challenge
Grassroots Evolution: The brand required a comprehensive redesign to transcend its humble beginnings.
Scalability Needs: A flexible identity system was essential to function effectively across diverse applications.
Growth Potential: The brand needed strategic positioning to support its expanding ambitions.
Process
Collaborative Approach: Joined a dedicated volunteer team to provide fresh perspective and expertise.
Brand Rejuvenation: Breathed new life into the existing vision while honoring its core values.
Stakeholder Harmony: Carefully analyzed the narratives of two separate entities to create a unified strategic direction.
Mission Alignment: Developed visual solutions that authentically represented shared goals and values.
Solution
Core Identity Development: Created a distinctive new logo that captured the essence of the SheBrew mission.
Comprehensive Guidelines: Established detailed brand standards to ensure consistent implementation.
Visual System Creation: Defined a cohesive color palette and typography specifications to guide all expressions.
Digital Presence: Designed an engaging website that effectively communicated the brand story.
Marketing Collateral: Developed a professional press kit that facilitated media coverage and partnership opportunities.
Strategic Messaging: Crafted compelling narrative frameworks that resonated with target audiences.
Results
Participation Growth: Expanded from 12 to 50 female brewers across the Pacific Northwest.
Revenue Increase: Generated 20% year-over-year growth in ticket sales and proceeds.
Enhanced Credibility: Established a stronger, more professional brand presence in the market.
National Recognition: Positioned SheBrew as the country's leading female brewing festival.
Community Impact: Strengthened ability to support Human Rights Campaign initiatives.