What it is:
A nationwide program to make Blue Moon feel more personal and relevant in key local markets, through place-based illustration and storytelling.

Why it mattered:
Blue Moon’s “artfully crafted” positioning needed to resonate beyond generic creative. Local drinkers wanted to see themselves in the brand — not just a national message.

What I did:
Led creative direction for a series of market-specific illustrations, identifying and briefing a diverse group of artists to develop authentic, locally resonant work. These assets showed up everywhere: permanent and temporary POS, street murals, event materials, and collectible merchandise.

What happened:
Brought Blue Moon’s creative spirit to life in a more human, place-rooted way — helping local distributors and bars feel invested in the brand by deepening regional affinity.