The Problem:
The ARLGP needed a campaign that felt fresh, fun, and attention-grabbing to encourage donations through beer purchases. They wanted something exciting that customers would remember— a design that not only stood out visually but also inspired people to give back while enjoying their favorite
local brew.

The Solution:
A playful, illustrative campaign concept that used bold, eye-catching colors contrasting with the brand’s existing palette. The visuals featured charming, dog-inspired elements that tied directly to the cause. To make the experience engaging, I designed giveaway and merchandise ideas—including custom dog bandanas, mini ale glasses, tote bags, and T-shirts—all unified under the “Ales For Tails” theme to boost visibility and participation.