KICK OFF, KICK BACK

Miller Lite was out of touch with younger drinkers (21+) and skewed towards an older demographic. The objective was to modernize the brand without losing our core drinkers. The idea stemmed from us putting the original Miller Lite white can back in production. Younger drinkers took notice, so we visually condensed the can into the Minimalist Can icon. It became the core brand visual ID, and allowed us to create something that is bold and constantly evolving. With a target whose attention is all over the place, we were allowed to say more with less, and reversed years of negative momentum.

During my time at Juniper Park, I had the opportunity to art direct some of the Miller Lite work alongside a team of talented writers, designers, and illustrators. Together, we created a variety of impactful campaign materials, including out-of-home ads, web banners, and editorial pieces. Below are some of my favorite pieces that highlight the work we did.

Awards: One show gold pencil, Cannes Lion Bronze