Outside Lands
Beam Suntory hosted two activations at the music festival Outside Lands.
During my time with Synergy Marketing Partners, I worked with our client Beam Suntory. Beam Suntory is the world's third largest premium spirits company, and two of their products had activation spaces at Outside Lands Music Festival in San Francisco’s Golden Gate Park - Hornitos Tequila and Jim Beam.
Hornitos Hacienda
Playing off of the Hornito’s newest “A Shot Worth Taking” campaign, we made the Hornito’s Hacienda, complete with delicious tacos and three tequila cocktails.
Backyard BBQ
Our Jim Beam tent was channeling the nostalgia of a backyard BBQ. With delicious sliders and a variety of Jim Beam cocktails on tap, bags games, and photo opportunities, everyone who entered the BBQ left full and happy.
The project involved:
- Brainstorming Sessions with Clients
- Designing and Printing Banners, A-Frames, Wayfinding Signs, Menus, Backdrops, Pillows, Barrels, Product Cutouts, Camera and Camera Stands
- Creating Activation Floor Plans
- Following Brand Guidelines
Responsibilities
Design
I blended together the Hornitos and Jim Beam brand guidelines, feedback from the clients, inspiration from brainstorms with the team, and my own style to create mockups of all the separate activation materials.
The design process included coming up with ways to incorporate the colors and the logos without the experience feeling in your face or forced. We wanted it to feel like a welcomed break from the festival while enjoying your favorite cocktails.
3D Renderings
Part of the design process was to share renderings of what the activation might look like in real life. Using Google SketchUp I showed what the branded tents would look like, as well as the individual elements like the pillows and A-frame signs.
Print-Ready Documents
When all materials were approved we had to send over print-ready files for all the separate items. I created and confirmed that all graphics were the correct colors and resolution and coordinated with their respective vendors. I also kept our orders organized so there were no repeats or doubles, and we knew when to expect everything.
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