BUDWEISER
Small agencies often miss the opportunity to work with global leaders like Budweiser. This isn't because Budweiser doesn't want to work with them; the reality is that the upfront cost is high, and most small agencies can’t cover it. Working with The Heist Agency in Houston allowed J 12 Designs to work on this special project. As an intern, this was my first time working with a brand of this magnitude, providing a unique opportunity to contribute to a global brand's cultural evolution.
Street Kings Concert Identity
Role: Art Director
Focus: Visual Identity
Focus: Visual Identity
Overview
Budweiser launched a virtual concert series to showcase local Houston music artists and celebrate the city's unique cultural landscape. I was tasked with developing the art direction for "Street Kings," a conceptual path specifically tailored to a younger audience with a distinct Texas "swag." This identity was built to be evergreen, with the potential to become an annual recurring event.
Challenge
The goal was to evolve Budweiser into a space that felt authentic to Houston’s urban music scene without coming across as corporate. We needed to create a platform that resonated with a trend-setting audience by honoring the specific subcultures—such as the iconic SLAB community—that define the city's "Texas swag" and shape its sound.
Approach
I developed a high-energy visual language that blended Budweiser’s bold presence with the grit of Houston’s SLAB culture. The "Street Kings" direction utilized raw, underground aesthetics—heavy textures, candy-paint-inspired gradients, and street-style typography—to mirror the energy of local car and music scenes. By centering the design on these local hallmarks, I created a scalable identity that positioned Budweiser as an authentic supporter of Houston’s unique cultural excellence.