New Belgium Brewing

360˚NEW YORK LAUNCH CAMPAIGN

Creative direction and experiential campaign work supporting New Belgium Brewing’s expansion and cultural presence in New York City. The project centered on introducing the brand to a new market through high-visibility activations, localized storytelling, and integrated design systems across physical and social environments.

Custom merchandise, event-based experiences, and street-level engagements were deployed across all five boroughs, translating New Belgium’s brand values into accessible, community-driven touchpoints that built awareness and momentum on the East Coast.

Mass Distribution: To generate immediate "street-level" brand awareness, New Belgium produced and distributed 6,000 custom-designed promo shirts throughout the five boroughs during the initial launch phase.

Guerilla Tactics: These shirts were part of a larger experiential marketing push that included Samurai Messengers hand-delivering invitations and deploying stickers and "ready-mades" across the city.

Visual Identity: The campaign utilized a custom New York Launch Typeface designed specifically for the New York City market to bridge the gap between their Colorado roots and New York’s urban aesthetic