As we developed work to launch Fat Tire into new markets, we realized there were no established guidelines to follow. So, as our campaign look and feel developed, so did a loose grouping of assets. We turned those assets into a detailed brand book, documenting decisions made before us, the decisions we made, and guiding future decisions as well. A few select pages can be found below.

Services: Creative Direction / Art Direction / Design / Brand Strategy
Agency: Erich & Kallman
Client: New Belgium / Fat Tire