sky dog marketing

Wiseacre Brewing Company, based in Memphis, TN, is well known for its experimental craft brews and playful, illustrative art style.

Sky Dog represented a massive strategic pivot, competing in the domestic and “better-for-you" light lager category.

To match our change in strategy, we decided Sky Dog needed a new look, making it more accessible to the masses and more at home next to its competitors.

The Challenge: Sky Dog won Gold for Light Lager in its very first year at the Great American Beer Festival (GABF). Suddenly, the eyes of the industry were on a beer that didn't even have its final printed cans yet

SKILLS:

Branding
Art Direction
Strategy + Messaging
Multi Channel Marketing
Competitor Research

MOCKUPS

With zero physical inventory of the new minimalist label, I had to create a “Gold Medal" presence out of thin air to capitalize on the hype. I designed and rendered high-fidelity digital mockups of the new cans. Every piece of collateral—from social ads to point-of-sale print—was built using these assets before a single can was even filled.

META & SEARCH ADS

in the press

Traction is more than just clicks—it’s credibility. Through a series of optimized ad campaigns, I helped Sky Dog scale its digital footprint.

This surge in visibility resulted in a domino effect of press coverage, landing the brand in both local and national publishers like Choose 901, Men's Fitness, and Forbes.

“It’s an admirably balanced beer with a kiss of barley sweetness upfront that dries out to a crisp finish with the subtle hop bitterness. I’m one to slowly sip and savor a beer while writing tasting notes, but I had to catch myself from draining my glass. Sky Dog is just so pleasant, tasty, and easy drinking, it’s no surprise that it took home a gold medal at America’s preeminent beer competition.”

— MENS FITNESS MAGAZINE

Once the physical cans arrived, I transitioned from digital rendering to high-energy creative lifestyle shoots to maintain the momentum.