A collaboration with artist Rigo Leon and La Tropical in honor of Miami Art Week.

The project consisted of a limited edition package of the brewery’s flagship beer: La Original Amber Lager in a 16oz can. To spread the buzz we dived into the art world. The objective was to make our first limited release package a success and to establish an association with art for the brand. From a mural in Wynwood, to an NFT launch, to juicy giveaways.

@RigoLeonArt
Instagram: 90K Followers
Website: rigoleon.com

Actualizing brand strategy and creative direction of marketing, branding and social media is at the core of my responsibilities at Hollywood Brewing Co. I make it a priority to implement brand coherence in all branded materials including POS, content creation, cross-promotional assets and internal as well as external sales tools. Here are few samples of POS placements I worked on for stellar Hollywood Brewing accounts and events that showcase brand identity.

Hollywood Brewing partnered with DJ GQ (@djgqworldwide), a Miami based resident DJ of Y100 at iHeart Radio. Together we created a limited release that helped the brand reach a new audience who wouldn’t normally opt for craft brews. DJ GQ led the beer palette he wanted and Hollywood Brewing’s brewmaster brewed it to perfection, using specialty ingredients not found in the core product line. This collaboration was promoted on internal social media channels through Hollywood Brewing and @DJGQWorldwide, the Miami Herald, as well as a live interview with iHeart Media’s Y100 Station during GQ’s show. All media and PR was quid pro quo. The collaboration resulted in an increase of Hollywood Brewing’s core beer sales as well as awareness of the BrewPub location on the boardwalk of Hollywood Beach, FL. GQ’s personal following also increased for his music and his personal bar: GQ’s CraftHouse in Lauderhill, FL.

Acquired PR:
Miami Herald

David Hoffman is an avid global foodie traveller of over 10 years based out of Miami. He also happened to love beer so we had to get him to try our brews and bites. We toured our production facility as well as the brewpub on the beach where he sampled the meals of his choice.

@DavidsBeenHere
Instagram: +133K Followers
https://www.instagram.com/davidsbeenhere/

YouTube: +133K Subscirbers
https://www.youtube.com/user/Davidsbeenhere

Samples of content creation at Hollywood Brewing Co.

I executed the styling, copy, photography and editing. For more examples of creative executions at Hollywood Brewing please check out their website where I made all the creative and built the site using WordPress: www.hollywood.beer.

At Hollywood Brewing I initiated and completed a rebranding for the company. The brewery is the only one in the state that is located directly on the beach, I tied this with the company’s identity with the “sun, sand, and seashells of the sunshine state.” A line present in all of the brewery’s packaged products. I led packaging development in its’ entirety for all products ensuring the design aligns with the target market and all legal requirements are met. Additionally, I registered each brand and acquired TTB COLA label approvals for the company.

Field of Flowers has 3 subsidiaries: Field Of Flowers Wholesale, Lush Celebrations and The FlowerBar. Here are some examples of a variety of ads I executed in their entirety for all 3 consumer facing segments of the company: Field Of Flowers, Lush Celebrations, and The FlowerBar.

Hollywood Brewing has 2 locations, a microbrewery on the beach boardwalk and a large production facility off the beach. Having this as a resource I was able to open up the microbrewery to outside brewers and host an event unlike any other in the craft beer world (really). In the intention of winning some love in the local craft beer community and gaining some exposure through press Hollywood Brewing hosted an event where we invited six home brewers to our BrewPub on the beach to brew their own personal recipes. Their beers were then sold at the BrewPub and 50% of all sales when back to the original brewer. Hollywood provided as many ingredients as possible minus specialty ingredients such as toasted coconut flakes or hibiscus flowers. The point was to make this as least burdening on participants as possible. Prize money was given at a grande finale party after all brews were sold where each participant was called up to receive their envelope, all streamed live on the company Facebook page. 

Responsibility: Overseeing the project in its’ entirety. Promoting the project to collect applications, sourcing home brewers and selecting participants. Coordinating dates and logistics including ingredients and for a technician to be on-site for the duration of the brewing. Overseeing entire brewing process with each participant which was a 12+ hour affair for each brew. Sought out PR for exposure of the project in increase awareness of the BrewPub’s location as well as shed light on the home brewers that participated.

Acquired PR:
Miami Herald & Miami.com

As a local craft brewing, I encouraged for Hollywood Brewing to involve local talent in their brand in product packaging as well as their physical space. We partnered with a local miami artist to give life to the production brewery’s wall. Big thanks to @RocSolMiami and his Dad. This father-son duo turned our bland wall around in less than a week. Here is a time-lapse of the dynamic duo in action.

Key Role: Promoting concept, recruiting artist, coordinating, filming, editing.

Hollywood Brewing continuously participated in beer festivals, brew battles, and many other local events. I created brand cohesive marketing materials to be used at all events to strengthen brand recall for guests at future events, retailers and on-premise venues. To help promote events I set up many ticket-giveaways that were raffled off on social media to build activity for the event as well as our social platforms.

When I was at Field Of Flowers one of the main objectives was to raise online sales. To do this I implemented a refresh to the look and feel of email blasts that were scheduled for twice a week regularly and daily during holidays. Here are some samples from a Holiday Season and Mother’s Day.

Role: Product photography, editing, constructing & blasting email from concept to execution.

To improve brand loyalty I created a membership card to the brewery’s taproom that grants 20% off for life. The only way to get one of these is through a game I coined “Taste To Win.” To win the card a customer needs to order a flight of beer and guess all the brew correctly without the use of their phone. The game can be played during every Friday’s happy hour from 5-8pm. Here are some promotional assets that were used to spread the word as well as an example of someone playing the game.

To increase sales at large retailers such as Target and Whole Foods over the holiday season we offered to double the purchase of Hollywood Brewing beer for any customer with proof of original receipt. The campaign ran until Dec. 31, 2018 attracting sales in desired retail locations as well as increasing traffic to the brewery as consumers needed to pick up their free beer from the brewery location, this was necessary for legal compliance.

Role: Content creation and distribution of ad. Ad was distributed on Facebook, Instagram and YouTube.

Field of Flowers has 3 subsidiaries, 2 of which are consumer facing brands: Lush Celebrations and The FlowerBar.
The 3 segments (Field Of Flowers, Lush Celebrations, and The FlowerBar) offer different services and are intended to be interpreted differently by consumers yet still carry resemblances to the parent brand to show that each business is backed by the history, quality and experience of the Field Of Flowers umbrella. Here are some excerpts of brand style guides for the 3 brands as well as marketing materials showcasing visual symbiosis between the 3 brand segments.

While I was at Field of Flowers I curated a partnership with a local lifestyle blogger between Field Of Flowers and its’ subsidiaries: Lush Celebrations and The FlowerBar.

Claudio Camargo is a Miami based lifestyle blogger. When it came to her wedding day in Coral Gables we partnered up between the Field Of Flowers umbrella and her brand: Miles & Smiles. The collaboration consisted of three segments of the company: Field Of Flowers and its’ two subsidiaries, Lush Celebrations and The FlowerBar. This was done to bring exposure to the company’s variety of services offered by its’ brick and mortal locations. Claudia’s wedding was serviced by Lush Celebrations (the company segment dedicated to special events). To showcase an additional service I invited Claudia to come in for a FlowerBar class, a segment of the business that offers floral design classes. Claudia documented her experience at one of The FlowerBar classes where a floral designer guided her in creating her own flower arrangement. Claudia released multiple installments of content related to Field Of Flowers, Lush Celebrations and The FlowerBar. The result was a peak in website traffic and new inquiries for weddings from millennials. This page showcases social media posts and blogs that were agreed upon in the collaboration.

@MilesAndSmiles
Instagram: +25.4K Followers
Blog: MilesAndSmilesBlog.com