Red, White + Brew
Red, White + Brew: A Veteran Owned Brewery Festival
Art Direction | videography | Visual design | research
Red, White + Brew is an organized festival created to congregate a patriotic assemblage of people by showcasing veteran owned breweries in the state of North Carolina. The secondary focus of the festival includes how brewers are using their newfound success to donate to important causes relating to many different realms surrounding the needs of the armed forces, combatting the veteran unemployment rate. Red, White + Brew is an event through positive energy and collective passion featuring the hard work of service members who once dedicated their lives to protecting our country, and turned their achievements and lessons learned into a secondary, innovative career path through entrepreneurship.
Adobe Creative Cloud
Phatham 4 Drone
Canon Mark III
Ceros Web Design
The unemployment rate of young military veterans ages 18-24 reached 29 percent in 2011.
On average, 3.4 percentage points more likely to be unemployed than similarly situated younger non-veterans.
Design Inspiration + Process
The style is a mix of familiar military insignia, patches, and rank but thoughtfully designed for those who have surpassed their military careers and combined to signify new life. After waking up every morning at the same time, the design is a breath of fresh air from the mundane daily life that once was. The colors of Red, White +Brew speak America. It is a modern take on patriotism. The trusted colors of our flag are embodied with pop art flair. It signifies a new path through transition. It's familiar, but different. Brick red, deep turquoise with hints of dark yellow are mixed in a simple matter surrounded by hard contour lines.
Each illustration serves a purpose. The paratrooper for the 82nd Airborne Division that is located at Fort Bragg, the American Eagle holds a pile of wheat used to make the veteran made brew, and the Uncle Sam who wants you to come to Red, White +Brew, the official tagline of the festival. Surrounding him are the flowers planted at the Botanical Gardens with hops grown at the gardens specifically harvested for Dirtbag Ales Brewery. The 3 illustrations also match the 3 different types of ticket sales, and to entice the audience to vote for their favorite illustrations while promoting the festival for interactivity leading up to Veteran's Day, the date the festival will take place.
Watch the video to get the full experience.
The main focus of the video focuses on Dirtbag Ales of Holly Spring, NC and how they are using their newfound success to donate to an extremely important cause; by combatting the veteran unemployment rate. The proceeds of the festival benefit he national nonprofit organization, Hire Heroes USA, which provides free, expert career coaching and job sourcing to hundreds of transitioning U.S. military members, veterans and military spouses, through their dedicated assistance by effectively translating military experience to civilian terminology. RW+B will be an event through positive energy and collective passion. Featuring the hard work of service members who once dedicated their lives to protecting our country, and turned their achievements and lessons learned into a secondary, innovative career path through entrepreneurship. It was my job to shape their story through visual design and motion and grasp the attention of a new generation of Soldiers and Veterans.
Solution + Lessons Learned
There is no doubt that festivals are a very popular platform to use to promote multiple businesses and support initiative organizations. There has never been a veteran owned brewery festival. Within the last 5 years, veteran owned breweries have become extremely popular, but have not been exhibited as their own entity. By exemplifying all of these companies in the same space, it will give them more credibly, designate a larger audience, generate sales, help with growth and hiring, and help the organizations they support.
The military gives every service member the opportunity to enter with virtually no skills and leave with an array of dexterity needed to strive in the civilian job market. Embodying the ingenuity and creating a theme around veteran owned small businesses would intrigue other veterans to dominate entrepreneurship, and gain knowledge in resources they have available to them. By collaborating with other veterans as a designer, I learned that other veterans can be creative and lean on one another in different job markets to create a cohesive enterprise. Creating this festival gave me skills in all of the areas of interactive media I have focused on, as well as incorporate other skills I have learned in my career. Facilitating, event planning, marketing, branding, design, illustration, information architecture, research analysis, project management, and video editing are all of the proficiencies I combine for my capstone at Elon University, and a festival was the best way to show off each and every skill.