For Those Who
Reconnecting Arizona's largest brewery to their musical roots
Four Peaks Brewing, Arizona's largest brewery, was built in large part by hosting and sponsoring live music events. After the pandemic halted these events, the brand launched a campaign to reconnect with their musical roots in music venues. As a Designer at Four Peaks Brewing, I designed and illustrated the below series.
The Four Peaks Brewpub is partially located in what was once a music studio, which hosted the likes of Stevie Nicks and the Gin Blossoms. Weekly live music performances were still held until the pandemic. The lack of events caused Four Peaks to drift from their music-enthusiast image. To help regain this image, Four Peaks launched the "For Those Who" campaign and asked me to illustrate a poster series that celebrates jazz musicians.
My approach was inspired by 1950s jazz album covers, known for their dramatic lighting, interesting angles, and minimal layouts. I developed a series of portraits that captures jazz musicians in their flow, when crowds drift away and the artists riff, jive, and jam. The posters were created with adaptability in mind, cleverly using negative space so the work can be easily resized. Most notably, to reinforce the brewery's role in supporting live music, I incorporated hidden silhouettes of beer bottles and bottle caps in each piece.
Agency: Four Peaks Brewing
GM: Chris Meyer
CD: Rocky Arredondo
DD: Erin Schultz
Design: Will Simmons
Illustration: Will Simmons
