The Columbus taproom: a blue bar, a large brewery mural and guests at the counter

Yellow Springs Brewery

Bringing customers together in one clear brand voice

Client
Yellow Springs Brewery
Role
Marketing Manager & Designer
Years
2023–2025
Scope
Taproom design, website, campaigns, content, packaging

A new taproom opened on brand with the right flow, a new website still bringing clarity to story and locations, and a community-focused campaign that led to a record Oktoberfest celebration.

  1. After my work, the Yellow Springs Brewery's website became easier to navigate and clearly communicated the brand story, making it simple for customers to find hours and events. This clarity helped reduce customer confusion at the two Yellow Springs locations, where the Barrel Room and fermentation room had shifted from public hours to private events and rentals. Additionally, the new website prepared the brewery for the opening of its third location in Columbus, complete with a kitchen.

  2. I designed the Clintonville taproom to clearly represent the Yellow Springs Brewery brand, from the initial rendering to the opening week, making sure every detail, from the bar to the merchandise wall, connected with customers.

    Drag across each image to compare before and after.

    • Redesigned the website to clearly highlight the three locations and events, making the brand story accessible to everyone.
    • Developed a social content strategy centered on community stories, behind-the-scenes brewing, and unique experiences at each location.
    • Managed the Social Media Specialist and directed photographers to maintain a consistent visual direction.
    • Utilized Google Analytics, Meta Insights, and Squarespace data to refine messaging and timing, enhancing overall engagement.

  4. The 2024 Oktoberfest celebration at the Barrel Room was the most attended and highest-grossing in the brewery’s history, thanks to a strategic campaign focusing on artistry and celebration. Meg Smallwood from John Bryan Community Pottery created special-edition steins that raised funds to repair and upgrade the studio’s kilns. Behind-the-scenes content and a shoot with emcee Elliot Cromer and Smales Pretzels built excitement leading up to the event.

  5. A stronger presence in the market through design and communication.

    • Successful opening and launch of new Clintonville location.
    • Events easier to understand and find across all three locations.
    • Higher engagement across social through community-focused content.
    • The most attended and highest-grossing Oktoberfest in the brewery’s history.
    • Strengthened community and vendor partnerships.
Guests at the blue bar under pendant lights in the Columbus taproom

The third location: the Columbus taproom and kitchen

The space before the remodel: a green bar under green ducts and a plain yellow back wallAfter the remodel: the blue bar with the brewery mural on the back wall
The bar and mural wall, before and after
The restroom before the remodel: pink and green sinks under ornate mirrorsThe remodeled restroom: a white trough sink on a black vanity with yellow walls
The restrooms, before and after
Rendering of the taproom merchandise wall: shirt racks, cubbies and the brewery signThe finished merchandise wall, stocked with brewery shirts, hoodies and gear
The merchandise wall, rendering to opening

Redesigned website page listing the three brewery locations
Website: one page for all three locations
Redesigned website events page
Website: events, finally easy to find

Meg Smallwood holds a freshly thrown stein stamped with the brewery logo
Meg Smallwood of John Bryan Community Pottery with a special-edition stein
Emcee Elliot Cromer in lederhosen with a stein and pretzels
Emcee Elliot Cromer
Grid of Oktoberfest social posts
The campaign across social

Guests on the Yellow Springs Brewery patio on a sunny afternoon

The Yellow Springs patio

Inside the Clintonville taproom

The finished taproom and kitchen in Columbus, from the street to the patio.

The brick front of the Yellow Springs Brewery Taproom & Kitchen with blue doors
The Taproom & Kitchen, Clintonville
The blue bar with the brewery mural on the yellow back wall
The bar and mural wall
Guests along the blue bar under the menu boards
The bar, opening week
The long blue bar seen from the front windows
The bar from the front windows
A bartender pours under a row of yellow tap handles
The tap wall
The merchandise wall with shirts, hoodies and cubbies
The merchandise wall
Lounge seating by the windows on the patterned tile floor
Lounge seating by the windows
Beer garden tables on the covered patio deck
The covered patio

Campaigns and packaging

Higher engagement and record attendance from Oktoberfest 2024 shoot, Dayton Dragons partnership boards, and packaging launches.

Emcee Elliot Cromer in lederhosen, mid-bite, with a stein and pretzels
Oktoberfest: emcee Elliot Cromer
Elliot Cromer shouts with a stein and a pretzel in the barrel room
Oktoberfest pre-event shoot
A pottery stein behind a pile of Smales soft pretzels
Oktoberfest: Smales Pretzels and a pottery stein
Elliot Cromer grins with a pretzel and an Oktoberfest stein
Oktoberfest pre-event shoot
Elliot Cromer peeks over a plate of pretzels and a stein
Oktoberfest teaser for social
Meg Smallwood holds a special-edition stein stamped with the brewery logo
Special-edition steins by John Bryan Community Pottery
Grid of Oktoberfest social posts
The Oktoberfest campaign on social
Always in Season stadium ad: a raspberry beer poured from a can
Dayton Dragons stadium board: Always in Season
Flavor Homerun stadium ad: a pint at the bar
Stadium board: Flavor Homerun
Three cans of Dream Nectar hazy double IPA
Dream Nectar, hazy double IPA
Four cans of Jörd’s Bounty on a rock by the water
Jörd’s Bounty, Viking-inspired ale
Anniversary Twelve stout held among pink blossoms
Anniversary Twelve
Aria bottle among purple wildflowers
Aria

More work

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Contact

Dayton, OhioLinkedIn ↗