Standard Goods

Born on the historic grounds of Milwaukee’s original Pabst brewery, Standard Goods is a beer brand inspired by the city’s iconic signage and character. As Brand Director, we crafted an identity rooted in accessibility and authenticity. A brand built to set a new standard for everyday beer.

In addition to creating the brand positioning and strategy, I directed the production of a full content library in just one month, capturing images and videos across Chicago and Milwaukee with my in-house team and Stout Collective. These assets fueled the website, online shop, social media rollout, and retail marketing.