I visited Missoula near the end of 2014 to collect some content for Big Sky Brewing Company and layout plans for 2015. Lucky for me, the brewery bottled Ivan the Terrible Imperial Stout the same week. Yellow is a prominent design element in this packaging, so I decided to change my camera settings to only capture this color. In post production, I also added some overlays and transitions to provide a look and feel that aligns with the brand.
In terms of messaging, my initial question was: "OK, what story does this tell?" Then, I reminded myself that our multi-media and multi-channel marketing strategy is telling the larger story over time. Each touchpoint has to have continuity with this story, but doesn't have to stand alone as its own saga.