Design Strategy
In 2021 an SaaS brand reestablished their commitment to reaching their mass audience of app users and beer enthusiast with a two-day beer festival located in the heart of San Diego at Petco Park, home of the MLB’s Padres. Untappd’s Events Team asked for a fresh and new branded look. Initial conversations centered around the identity of the event ( “returning to the road, road tripping, and what’s in your glass”) and how to communicate the message of inclusivity, and how to appeal to Untappd’s broad user base.
Untappd is a geosocial networking service and mobile phone application that allows its users to check in as they drink beers, and share these check-ins and their locations with their friends.
Design Strategy
Design
Material
Visual Guidelines
Branded Collateral
Bringing a new branding to a festivals old look that would be the foundation for future events and to increase app usage as well as capture new users. We designed to unify any previous visuals creating a fun and flexible design system for digital, mixed media, and print.
Concept design laying the ground work to visuals the story of traveling from Charlotte to San Deigo.
Social media concept design with a stock image
In partnering with sale team, designed a comprehensive sale pitch outlining capabilities as well as the financial commitment with sponsorship. Once kick off meeting complete where discover was objective, we developed and delivered two versions (one with embedded video).
Leading up to the day of a strong cyclical push from the events team. Strategy was focused on all touchpoints for the Untappd audience – social, in app, email, and cross branding adverts. Additionally, a sizzle reel was created and distributed to media outlets, publications, and contracted pr teams.
Promoted four months in three states; California, Nevada, Oregon, and Arizona.
Promotion Unlocked
Unique Opens
Unique Clicks
The challenge was to design without a template, within the given dimensions, and to develop a mock-up to reflect potential issues with the design layout without needing to submit to vendors. It’s a practice incorporated into my process to inform vendor decision-making. We collaborated with digital print vendors to ensure designs could meet tight deadlines without sacrificing quality.
There were 24 signs ranging from wayfinding to VIP sections. Additionally, banners were given to each brewery, with guidelines on how and where to position them, each with a QR code. Eventgoers could scan the brewery’s individual QR code to download the Untappd App and review the festival beer menus.
During the 2021 Padres season Untappd ran variable sized (12) digital ads on surrounding field banners.
