Paint the Can Dead 2020
Identity / Branding / Web Design / Illustration / Packaging / Social Media
Entries: 1000+ / Social Impressions: 2 Million / Website Visits: 32k+
In winter of 2020 I was the lead designer on a marketing campaign called "Paint the Can Dead" for Rogue Ales. The premise of the campaign was an art contest where contestants are encouraged to create "Dead Guy" inspired art on a blank can of Dead Guy Ale. They were then instructed to take a picture and send in to win a cash prize.
The packaging was a challenge because of how many different systems needed to be incorporated into a single design. The "Dead Guy Ale" and "Rogue" wordmark needed to be incorporated into a new system that clearly advertised the art contest. I decided to illustrate lots of Dead Guy inspired art pieces to create a pattern that could then be used throughout the campaign. This helped keep the branding consistent while also informing consumers on the type of art we were looking for.
Once the branding system was in place I could then transfer it to all of the print assets that needed to be designed. Posters, coasters, header cards, and a number of other digital assets had to be created to support the campaign.
We more than surpassed our original goals with the campaign and since we were so successful in the first year we decided to run it back the next year. I was also in charge of designing the 2021 Paint the Can Dead Campaign which will begin in October of 2021.
