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Andrew Rahn

Master of Design in Brand Design and Strategy — Brand Design & Strategy
Course:
563 Brand/Culture/Anthropology

Athletic Brewing Company

I developed a comprehensive campaign for Athletic Brewing Company, focusing on the "Athletic Mystics," a design target blending physical fitness with spiritual and mental well-being. By analyzing market trends and interviewing health-conscious, alcohol-abstaining Los Angeles residents, I crafted a campaign emphasizing holistic well-being, authenticity, and community connection, ensuring strong brand identity and resonance with our audience.
Learning Outcomes:
I learned how to develop a comprehensive campaign, out of doing research into the underlying psychological tensions animating our general audience.