While Coors had strong appeal and recognition amongst Baby Boomers, it’s voice and image needed some radical adjusting to resonate with a broader, more contemporary target. Design was a huge part of that equation. 72 and Sunny brought me in to help drive the global overhaul.

Role: Freelance Senior Designer / Agency: 72 and Sunny / Client: Coors Brewing Company / Media: Print / Creative Directors: Galen Graham, Jed Cohen / Designer: Mike Farrell / Jr. Designer: Clelia Hernandez / Writers: Various

A few explorations that didn’t make the cut:

Including a booklet that was to be inserted in magazines:

The booklet got to the heart of the campaign by asking consumers to recognize their personal achievements that deserved just rewards, hence, Climb On.

Finally, some explorations for newspaper adverts: