Bar Entitlements & EventsMy Role: Senior Art Director, Project Manager, Designer
The Goal
Working with sales representatives & accounts to create on-brand bar entitlements and event set-ups for Casamigos.
The Obstacles
With each space and entitlement there are unique branding opportunities. This demands a need for flexibility to execute designs on a case-by-case basis. By working with accounts and vendors I was able to discover entitlement limitations ahead of time and tailor each design to both the brand and the account establishment.
The Details
Work with accounts, vendors and sales representatives to understand scope of entitlement, materials and potential road blocks.
Use account-provided photography to create digital mockups of entitlements including all signage, paint, decal and additional branded POS for proposals.
Create mechanicals and asset deliverables based on approved mockups for production.
Above: 12oz cold cups for events and promotions.
Photography courtesy Amy Watts
MetLife Stadium Bar Entitlement
Casamigos Tequila Bar will be taking over the space previously built out by Jameson Whiskey. This space includes a massive custom wood backbar, installed by Jameson, that the stadium would like to keep. I was tasked with maintaining this backbar while adjusting it to fit the Casamigos brand. This project required some large scale overhauls, from sanding and re-staining the cherry wood bar top to creating a more cohesive and on-brand backbar from existing wooden structure. A close relationship with the Senior Manager of Partnership Marketing and the Director of Stadium Operations to coordinate with vendors and understand the scope of the space for rebranding.
Project Scope
Re-design existing bar for MetLife Stadium, rebranding interior and exterior space as the Casamigos Tequila Bar.
Timeline
July 2023 – December 2023
Citizen Ball Park Bar Entitlement
Branding of Casamigos Tequila Bar for Citizen Ball Park in Philadelphia, PA. Previously branded as Philadelphia Cocktail Co. this was, essentially, a blank slate for the Casamigos branding. I worked with our control state sales manager, Aramark concessions management and vendors to brand the space and adjust mockups for implementation.
Project Scope
Design space according to Casamigos branding and within scope of stadium requirements and restrictions.
Timeline
March 2024 – April 2024
Digital mockup of the Interior and exterior concessions entitlement. Adobe Photoshop.
Photography of completed concessions entitlement.
Cowboys Nightclub Bar Entitlement & Activation Mural
Rebranding of the Budweiser bar at Cowboys Nightclub (Canada). Working with the Canadian sales manager and vendors to execute the bar entitlement, from lighted signage to backbar redesign. There was also an opportunity to design a photo opportunity mural for their outdoor activation space.
Project Scope
Re-design space according to Casamigos branding. Present mockup and work with vendor to determine best materials for signage and production.
Timeline
January 2024 – May 2024
Digital mockup of proposed bar entitlement. Adobe photoshop.
Photography of final installation, courtesy of Cowboys Nightclub.
Outdoor activation mural
Outdoor bar by Cowboys Nightclub, designed after interior bar entitlement above.
Event Design Promotional Materials
Custom and templated print materials for on- and off-premise event activations. Promotional materials have run the gamut of design and use:
BrandMuscle Templates Customizable on-demand templates for sales teams.
Tasting Mats
Portable Bars and Event Graphics Backdrops and custom vinyl wraps.
Murals Art direction for and/or design of custom hand-painted murals for long-term activation.
Project Scope
Re-design existing bar for MetLife Stadium, rebranding interior and exterior space as the Casamigos Tequila Bar.
Timeline
July 2023 – December 2023
Casamigos Cristalino Concept
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Casamigas Jalapeño Launch & Concept
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Casamigos Portfolio
