Wicked Weed Brewing
As the Brand Manager & Creative Lead at Wicked Weed Brewing since 2022, I've led the charge on brand evolution and new product launches. Drawing from my background as a designer, I've successfully brought multiple new products to market while breathing new life into our flagship Pernicious IPA brand.
Photos by Wade Asa
I wrote the scripts and developed storyboards for several campaign videos centered around the Pernicious brand family, driving our "Upgrade Your IPA" campaign. Working with Cargo Agency on execution, I created a comprehensive video suite that included both a targeted product focus series and a dynamic 60-second lifestyle spot, ensuring versatile content that connected with different audience segments while maintaining consistent brand messaging.
I collaborated with an illustrator to transform the visual brand identity of Pernicious IPA, strategically preserving key elements and brand recognition while evolving the design into a more comprehensive, modern and bold aesthetic. Through this partnership, I guided the creative direction to ensure the rebrand maintained consumer familiarity while significantly elevating the brand's visual impact and market presence.
I oversee social media strategy and content creation for our engaged community of 109k followers; crafting compelling brand narratives, showcasing our products in relatable, lifestyle settings and building genuine connections with our audience across platforms.
I create, as well as oversee the creation of, integrated marketing designs spanning grocery displays, on and off-premise posters, and branded truck wraps, ensuring cohesive brand presence across all customer touchpoints from retail shelves to bar walls.
