MILLER LITE - TAP THE FUTURE
role: art direction & graphic design
overview
Miller Lite’s Tap the Future program challenged entrepreneurs across the country to pitch their business ideas for a chance to win substantial funding. I helped shape this initiative into a vibrant, consumer-facing platform—one that blended entertainment, brand authenticity, and entrepreneurial ambition. Centered around semi-finalist pitch competitions in 5-6 major U.S. markets, Tap the Future engaged audiences from Atlanta to New York and Miami, and everywhere in between, culminating in an opportunity for contestants to vie for a share of a $200,000 prize pool.
Strategic Approach
Guided by Miller Lite’s bold yet grounded brand identity, I created a holistic branding package that brought the Tap the Future journey to life across multiple channels. This meant designing cohesive event collateral, direct mailers, and social media content that were instantly recognizable, while still flexible enough to resonate in distinct local markets. By aligning with Miller Lite’s unconventional style and genuine brand voice, the campaign materials consistently reinforced a sense of authenticity, excitement, and possibility.
The live pitches—featuring Daymond John, celebrity investor and star of ABC’s “Shark Tank”—became the heart of the campaign. His presence not only lent credibility and star power, but also spoke directly to the entrepreneurial spirit of millennial audiences. Each event became a high-energy, interactive experience that connected aspiring founders with business experts, mentors, and engaged community members.
Tactical Execution
Cohesive Visual Identity: Developed a unified design framework that traveled seamlessly from market to market—integrating color schemes, typography, and graphic elements aligned with Miller Lite’s brand guidelines, yet injected with a dynamic flair that captured the excitement of entrepreneurial competition.
Multi-Channel Branding: Extended this visual story through print collateral, venue signage, direct mail campaigns, and social media assets. Each element reinforced the brand’s voice and maintained consistency, ensuring consumers instantly recognized and connected with Tap the Future events.
Integrated Marketing Plan: Partnered with PR, social media influencers, grassroots marketing teams, experiential event planners, and media outlets. Together, these tactics formed a holistic approach that reached millennial audiences wherever they were—online, in their communities, and at marquee events.
results
By implementing a fully integrated marketing strategy, we aligned publicity, social content, experiential event design, and advertising to create a seamless and memorable experience. The Tap the Future events brought enthusiastic crowds, generated buzz across digital platforms, and fostered authentic engagement with millennial consumers. The campaign effectively showcased Miller Lite’s ability to champion the next generation of entrepreneurs, while retaining the brand’s signature style and credibility.
