Second Profession Brewing

MY ROLE: Lead all Brand Development, Brand Strategy, Marketing and PR Strategy, and Creative Direction (for photography, digital and print assets, graphic design, web design, copywriting, and taproom interior design).

THE TEAM: Carpentry PDX: Remodeling Contractor, Sarah Collins: Interior Mural Designer + Brand Graphic Designer + Photographer, Zach Yarrington: Exterior Mural Designer, Nathanael Moss: Interior Painter, and Sign Wizards: Sign Fabrication.

CHALLENGE: Develop a brand around our client's product (beer) and integrate all marketing materials, content and the design of their taproom.

SOLUTION: Based on a competitive analysis, geographic insights, and a deep understanding of what drives the business owner to brew beer, we created a brand which ties to its heritage while bringing a fresh look to the Portland market. 

DELIVERABLES & SERVICES: Brand Development, Brand Book (Positioning, Research, Strategy, Messaging Voice & Tone), Social Media Content Strategy, Website, Menu Design, Styled Photography, Marketing Materials (print and digital), PR Consultation, and Remodeled Branded Environment with Custom Hand Painted Graphics.

RESULTS: Second Profession Brewing Taproom has been open for almost 1 year and recently received a positive review in their local newspaper. SPB beer is now served at a number of restaurants and they have created custom collaborations with local businesses.


Brewing the Brand Story

At Second Profession Brewing we celebrate our love of beer and encourage you to explore and discover new beers with us. From tastings to brewing classes, we've got you covered! Join us for a flight at our Rose City neighborhood taproom. Bring your friends, family, and meet your neighbors over delicious German comfort food and house made craft beer. Second Profession Brewing, where good beer is celebrated and tasting is encouraged.  

Historically, each village had a brewery and everyone in the community pitched in to participate in its success. Taking a note from this heritage, Second Profession Brewing is a space to cultivate community and explore beer in a friendly environment where everyone is welcome. The brand story drives this message home and speaks to the joy of exploring beer with friends.

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Gathering and responding to the data

After researching the neighborhood I created a few personas which address geographics, demographics, psychographics, and behaviors of the target customers with the goal of taking locals from brand oblivious to brand advocates.

German folk art and 1930’s graphic design as inspiration

German folk art and 1930’s graphic design as inspiration

Brand Design

Through the brand discovery process we determined that the owner wanted the brewery to tie to his German roots. So I based our design language upon a German folk art meets 1930’s German graphic design concept. The subject matter of the murals tell the stories of a village working together to make beer and the natural elements that assist in the process. These murals were hand-painted on the walls to add depth and storytelling to the environment.

Night themed mural

Night themed mural

Day themed mural

Day themed mural

Brand Vision

  • Explore beer without snobbery

  • Distribute to specialty bottle shops, select taprooms, bars, and restaurants

  • Make quality beer at an accessible price point
    Become an active member of the community


Lifestyle Photography Guidelines

To emphasize community, compose shots with people gathering. Stylized overhead shots of food and beer should have hands reaching in and be shot at the community tables. Place a family out of focus in the back of the frame.

Brand Purpose

  • Forge meaningful connections with our customers and community

  • Add value to our neighborhood and our customers

  • SPB, where discovery meets community


Product Photography Guidelines

Create inviting vignettes by using the brewery environment as the backdrop. For added warmth, frame plants and the murals in the shots. Include the human element by having a hand holding or pouring a beer, or serving a platter of food.

Interior Design

Goman purchased the brewery and taproom building and we gave the space an interior and exterior transformation. To translate the goal of creating a welcoming community into the space, I designed an open floor plan with community tables where neighbors can sit alongside one another. I added banquettes around the parameter and a private dining space that seats an intimate group of 10. For a modern touch, I added a wainscoting effect in black paint which serves to connect and defining the spaces. Hand painted graphics on each of the 4 walls add warmth and subtle branding, making the space more easily identifiable in photos across social media.


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Table numbers

Table numbers