Liquor Barn: Kentucky Derby

Background
The Kentucky Derby is one of the most watched and attended horse racing events in the United States with approximately 150,000 attendees each year. Liquor Barn, a liquor store chain in Kentucky, requested for a series of marketing assets to promote their pre-Derby event and encourage consumers to stock up for their Derby parties.

My role & responsibilities
Collaborated with the senior art director to produce creatives that drive customer action. In charge of the website banners and email design from concept to creation.

Problem
Liquor Barn’s previous Kentucky Derby promotional assets, while conveyed their message, appear outdated and busy. They also look generic and don’t follow their brand guidelines very well.

Solution
Using the previous year’s assets as inspiration, a more fresh and modern approach was taken to convey Liquor Barn’s message while still following their design guidelines. Text is simplified and the products are given focus to promote the items. Additionally, iconic imagery is utilized such as the red roses to relate back to the Kentucky Derby. A garland of red roses is draped over the winning horse, a tradition that gives the race its nickname "The Run for the Roses".