Case Study
[Event Activations, Cover Art, Print Collateral, Marketing Design]
Heineken
Dance More, Drink Slow — the spark that lit the experiential event activation.
In 2014, EDM was exploding into mainstream culture, and Heineken — one of the world’s most recognizable beverage brands — needed creative assets that could authentically tap into that moment. With strict global brand guidelines, the challenge wasn’t just staying on-brand; it was bringing real cultural fluency, energy, and local flavor to every activation. With my background in EDM music, I brought an authentic perspective to the emerging scene and created work that resonated with audiences from the festival grounds to the VIP booths.
As a remote Senior Designer and Art Director, I partnered with Heineken’s global and U.S. marketing teams to craft custom visuals for some of their most high-profile cultural initiatives. This included major music festivals like Coachella and Ultra during the height of EDM’s rise, sports sponsorships such as the US Open, and award show activations including The GRAMMYs. I designed social media content, on-site signage, and event collateral — always ensuring full compliance with Heineken’s global brand system while adapting each execution to fit the specific audience, venue, and cultural energy of the moment.
Key Contributions
I created bespoke visual content for Heineken’s most high-profile cultural activations— including Coachella, Ultra, the US Open, and The GRAMMYs. Each event required a unique creative approach, balancing Heineken’s global identity with the local pulse of the audience, ensuring the brand stood out in both digital and physical spaces.
During the peak of EDM’s rise, I crafted visuals that resonated deeply with Millennial and Gen-Z festival-goers. My work helped elevate consumer engagement through on-site signage, digital collateral, and interactive installations — reinforcing Heineken’s image as a brand that understands and moves with culture.
Working remotely, I collaborated seamlessly with Heineken’s global and U.S. marketing teams across time zones. I consistently delivered high-quality creative under tight turnarounds, all while maintaining the integrity and consistency of the brand’s identity across international markets.
My work was recognized for striking a rare balance: bold, expressive visuals that pushed creative boundaries — without compromising the structure and standards of Heineken’s brand guidelines. This ability to adapt and elevate within strict frameworks helped solidify my reputation as a trusted design partner.
How I Got It Done
Strategy
Global Activations
Developed on-site design systems for major festival and sports activations — stage graphics, wraparound bar designs, interactive signage, and VIP collateral —customized for each venue while preserving full fidelity to Heineken’s green-red-star identity system.
Brand Identity
Marketing Design
Created mobile-first social templates for countdowns, event recaps, sponsor spotlights, and real-time updates. Ensured readability in high-tempo environments while maintaining Heineken’s premium visual standards and consistent brand voice.
3D Prototyping
Collateral & Internal Materials
Designed pitch decks, partner kits, and event playbooks used by internal teams, agencies, and vendors. These assets aligned stakeholders around a unified creative approach and streamlined execution across production teams and international offices.