01 / Brand & Web
Rhodium
Rhode Island Spirits, a local distillery in Pawtucket, RI, hand-forages local produce like rhubarb, rosehips, paw paw fruit, and much more to create unique, stunning products that have won a variety of awards in their first five years open.
Just in time for their anniversary, they chose to move to a national ship-to-home campaign across nearly 40 states, and asked me for help launching it, while simultaneously driving traffic to their tasting room.
I chose to target two distinct demographics: the local queer community, and Providence food enthusiasts.
Research began with the brand's archive — all their existing photography and iconography, from social media to the unique texture from their bottle labels.
With the provided imagery, I developed a diverse range of copy and visuals for the Google Ads campaign. We chose to target two distinct demographics: the queer community and their allies, who are inclined to support a queer-owned business, as well as food enthusiasts drawn to their hand-foraged, locally-distilled spirits.
By creating tailored content for each audience segment, I systematically refined the ads to identify the most effective pieces for engagement and conversion.
In addition to digital advertising, I designed a series of promotional materials for various events, re-imagining the same imagery and textures from the digital campaigns into compelling print formats, ensuring a cohesive brand experience across all touch points.
Beginning with the announcement of the "Ship to Home" campaign, I focused on a few posters for specific upcoming events, as well as more general pieces advertising the new shipping campaigns and the new renovations to the distillery tasting room.
The “Ship to Home” campaign launched nationwide, and reached an average of over 11,000 customers every month it was active.
RI Spirits’ new capacity made room to redevelop their in-person space for their 5th anniversary— including new rotations of locally-made artwork— and now welcomes more customers and events than ever before.
