Challenge Accepted
How do you create an employer brand for the world's largest brewer? AB InBev is behind some of the world's most loved beers, from Budweiser and Beck's to Leffe and Corona. Our challenge was to unite thousands of employees around the globe with one simple idea.
Client: AB InBev
My role: Creative lead, branding and identity design
We worked hand in hand with the client from day one, running collaborative creative workshops to define what AB InBev really stood for.
We landed on Challenge Accepted: a line that captures the company's curious, bold and resilient culture, and people who aren't afraid to go the extra mile. From there, we built a look and feel with the same ambitious, high-impact attitude.
The brand hinged on a stamp, a symbol of commitment and confidence. The Challenge Accepted stamp became a unifying mark across everything, signing off bold statements and sitting over imagery.
We built a simple tiered design system that could flex across AB InBev's many brands and companies, backed by a comprehensive set of guidelines.
This was a major shift for AB InBev, and it had to land across the globe. With the brand built, we brought it to life through launch events, collateral, activations and a new careers website.
A copywriter and I led the creative from the very start, from the first ideas through to rolling out the brand.
