Stoneveil New Brews
Marketing
Case Study | Marketing Assets
Stoneveil Brewing is a conceptual craft brewery out to crush bland beer under a mountain of hops. Their brand pulls from the rock and roll scene, with a gothic-grunge aesthetic that channels Stoneveil’s unapologetic edge and attitude.
The Goal
Build Recognition & Drive Sales
Stoneveil was expanding their lineup with three bold new brews. They needed a marketing campaign that both increased the awareness of their brand and brewery, and promoted the sale of the new offerings. To make sure their message had the most reach the campaign needed to be both print and digital; social media, paid ads, email, postcards, and flyers.
The Process
Designing a Cohesive Campaign
The campaign was built in three stages: research, draft, and final design.
Research: Each asset has the same core message of promoting Stoneveil’s new brews but each targeted a different audience. Social media builds excitement among followers, email encourages sales through personalized offers to loyal customers, paid ads introduce the brand to new customers, postcards and flyers connect with the local community and drive taproom visits.
Once the strategy was defined, a layout moodboard and messaging guide were developed. Both drew heavily from Stoneveil’s brand voice and visual style, ensuring the campaign felt cohesive from the start.
Drafts: Using the moodboard as a guide, I began by creating wireframes to establish the layout and flow of each asset. I then applied Stoneveil’s established brand elements; dark imagery, bold typography, and gritty textures. The design took inspiration from rock and roll posters, distressed photos and rough edges to emphasize the gothic-grunge aesthetic. Layouts were adapted across formats, with simpler compositions for digital platforms and more detailed designs for print. The overall system kept colors, fonts, and messaging consistent while tailoring the content to each audience.
Finalize: Final touches focused on the grunge aesthetic and ensuring consistency across all assets. I used Photoshop to distress images and add texture, Illustrator for layout design, and After Effects for motion in two social reels. The campaign was created using a structured workflow, starting with social graphics and then expanding into email, paid ads, and print. The result is a cohesive campaign that perfectly matches the Stoneveil brand.
The Result
Attention Grabbing Promotion
While this campaign was conceptual, it demonstrates how cohesive design and clear messaging can capture attention across multiple touchpoints. The end result was a bold, unified campaign that felt authentic to Stoneveil’s attitude and aesthetic.
This project strengthened my ability to manage brand consistency across diverse mediums while adapting content to match the intent of each platform. It also highlighted the importance of early planning and strong foundational design systems—skills I now carry into every client project.