featuring medal winners of Ad Fed MN’s The Show. Get your shit together & join the crṻe on March 8.
Get loud for Superhuman, a strategic and creative agency in the heart of Uptown, Minneapolis.
Their set list: strategic positioning, creative positioning, and execution.
Sandy Meirovitz, Designer// Grant Wilson, Partner + Chief Design Officer
The Campaign’s Creds
Gold – illustration series, Silver – consumer website
On lead vocals: Sandy Meirovitz, Designer & Grant Wilson, Partner + Chief Design Officer at Superhuman
The client Gluek Beer
Situation
In part with creating a new visual identity for one of the oldest brands in Minnesota, Gluek Beer, Superhuman wanted to create posters that helped to bridge the gap into a new generation of beer drinkers. In its relaunch, Gluek Beer faced the challenge of staying true to its heritage while introducing the world to who it is today. They came to Superhuman to bring its brand to life once again.
Awarded Gold for Illustration Series
Strategy
As a lifestyle brand, they wanted Gluek to convey a fun-loving spirit in its refreshed web design, vibrant visual identity, and passionate copy. They worked with Shuttersmack photography to translate this to imagery and Stacia Service, Associate Design Director, to design a responsive website to be the brand’s new home.
Rather than focusing on retro appeal, Gluek’s stakeholders saw an opportunity to reinvigorate the brand with an “old made new” approach. Superhuman made that happen with bold yet minimal design and a fresh, positive personality.
With art direction from Grant, Sandy’s plan was to create a contemporary and artful poster keeping the theme of Minnesota at the forefront. Sandy planned to create this poster incorporating the refreshed visual language, depicting Minnesotans enjoying the locally-brewed beer with friends and family.
Grant Wilson, Partner + Chief Design Officer
Creation
When it came to creating the brand’s identity, Superhuman mined its vintage beer can designs and advertisements for inspiration. They wanted to capture the beer’s classic spirit while making it relevant for today’s beer drinkers, with the goal to combine traditional German-inspired typography with new, American-inspired shapes and colors.
After weeks of iterating, the poster evolved into a triptych depicting three quintessentially Minnesotan scenes, transitioning seamlessly through one poster to the next. Each poster shows how Gluek Beer perfectly fits into the Minnesota lifestyle, whether one is city cycling, fishing or camping.
Sandy Meirovitz, Designer
Execution
The chronicle of Gluek beer is a classic American tale, spanning 160 years and bridging the old and new worlds. Superhuman illustrated Gluek’s history with an interactive timeline, complete with archival photos and ads, and culminating with new blog content that brings the story up to the present moment.
Limited amounts of the posters were printed on a large format Epson printer, distributed to specific vendors, and sold on the Gluek Beer website.
Measurement
This was one of many activations to help modernize the brand. There was no direct measurement.
ABOUT TO GET REAL
a content series featuring medal winners of Ad Fed MN’s The Show from Heibrid.
Get your shit together and join the crṻe on March 8 at Orchestra Hall. #metalNmedals
The post The Show 2019. about to get real. appeared first on AdFed.