The Objective

I created a new Beam Suntory sub-brand for a local, VIP only event in Scottsdale, AZ where vendors and decision makers were invited to party and try out Beam Suntory’s well established line of spirits as well as new offerings. It was required that the event and its marketing looked high-end to match Suntory’s well-curated brand standards.

Mood Board & Personality Traits

Competitors, goals, and client profiles were all assessed to come up with 8 projected personality traits to aim for in the construction of the brand. Mood boards were created based on these traits to further assist with imagery and color.

Exclusive

Energetic

Rich

Sexy

Intelligent

Adept

Devoted

Empowering

Behind the Form

During the concept phase I focused on playing off both the brand name “Beam Suntory” and the night theme. It was important to emphasize that this should feel like an exclusive invitation-only event, while looking both modern (relevant) and experienced (reflecting both Beam and Suntory’s rich history).