SCENE III: Miller Lite

I have led the creative development of Miller Lite’s resurrected “Chi-Rish” program for the Chicagoland area during the month of March every year since 2022. Reviving this campaign included brainstorming a totally refreshed visual ID, messaging, branded tools, merch, consumer engagement opportunities and more, as shown below. We led with a totally new primary crest incorporating prominent elements from Chicago’s flag as well as the iconic green-dyed river during the city’s St. Patrick’s Day celebration:


Followed by some fun out-of-home and targeted digital elements...​​​​​​​


And then some out-of-home specifically for the areas surrounding O'Hare and Midway Airports:


Along with a variety of "Lite Limericks" I wrote to use in social and OOH messaging, combining traditional Irish proverbs with modern Chicago-isms -- and a dash of Miller Lite flavor!​​​​​​​

And plenty of highly coveted merch, designed by my team!




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