Creative Director • Senior Art Director • Brand Designer
Atlanta Beer & Wine Festivals
A creative partnership spanning more than a decade
Creative Direction • Festival Branding • Advertising • Digital & Print Design
Atlanta Beer Festivals has been with me since 2013. Thirteen years, somewhere around 35 festivals, and counting — this is the client relationship that's grown up alongside me and Campfire both. When people ask what it looks like to really know a brand, I point to this one.
What started as one festival in Georgia became a whole circuit across the Southeast — Charlotte, Nashville, Savannah, Charleston, Greenville, and beyond — and every single one needed its own full package built on a deadline that doesn't move: poster, postcard, digital assets, print and digital advertisements, the logo printed right onto the cup people drink from, banners for the entrance, and the ticket and on-site experiential design that shapes how it actually feels to walk through the gate.
Multiply that by a dozen-plus cities and over a decade of years, and you get a design system that had to be flexible enough to feel fresh every season and disciplined enough to still say "this is Atlanta Beer Festivals" no matter which city or which summer.
Agency
Campfire Branding
Team
Creative Director/ Designer: Jenna Shoop
Illustration: Price Henry
Year
2013 - present
Each event needed its own look and personality while still feeling part of the Atlanta Beer & Wine Festivals family. I built creative that could catch someone’s eye in an ad, tell them what they needed to know and carry that same energy through to the event.
The work had to function at every scale, from a social post on someone’s phone to graphics seen across a crowded festival. Designing for both the promotion and the experience helped make the visual story feel connected from the first announcement through event day.
That's the real craft in a project like this — not any single poster, but the rhythm. Knowing what stays locked (the logo, the voice, the trust people already have in the brand) and what gets to move (the color story, the imagery, the energy of a particular city or season) so the whole thing keeps feeling alive instead of repetitive. Thirteen years in, I still get excited when a new city gets added to the roster.
