Reintroducing a heritage beer brand to a new generation

Industry: Beer and Beverage
Services: Social Media Strategy, Art Direction, Content Planning and Community Engagement

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I created a more modern, Pacific Northwest-inspired social presence that helped Pyramid Brewing reach younger craft-beer consumers while remaining recognizable to its established audience.

Background

Pyramid Brewing had strong recognition among longtime beer drinkers, but it needed to become more relevant to a younger generation discovering craft beer.

The existing social media presence had limited engagement, lacked a clear brand voice and did not have a consistent visual direction or publishing schedule.

The Challenge

The brand needed to appeal to contemporary beer consumers without ignoring the familiarity that made it recognizable.

It also needed a scalable content direction that could represent the broader Pacific Northwest—not simply one city or one type of customer.

The Approach

Pacific Northwest Art Direction

I developed an art direction influenced by outdoor experiences, craft beer culture and the landscapes of the Pacific Northwest. This direction was flexible enough to support different products, promotions and audiences while giving the social feed a more cohesive identity.

Engaging Content

Content was planned around the topics and formats producing the strongest reach and engagement. The strongest-performing work was used to guide future creative decisions, allowing the strategy to evolve based on audience behavior.

Consistent Publishing

Before the new strategy, the brand sometimes posted only once per week. I introduced a structured content calendar supported by scheduling and publishing tools, creating a more dependable presence across social channels.

The Results

Between the featured reporting periods:

• Impressions increased from approximately 314,900 to 5.9 million

• Reach increased from approximately 219,900 to 4.9 million

• Profile views increased from 6,900 to 13,800

• Comments increased from 284 to 564

• Annual follower additions increased from 399 to 496

These reporting totals include the brand’s combined organic and paid activity.

The result was a fresher and more cohesive social presence, increased brand exposure and stronger interaction with the audiences Pyramid Brewing wanted to reach.