Continuing the theme of long-overdue recaps, (and certainly not the least of them) is today’s review of the inaugural Two Night Stand event. At the end of September, Bright Bright Great and friends hosted 20 designers for a weekend charette. Honestly, I have been meaning to post this event recap ever since, but that weekend ended up kicking off a busy month and a half for me. I’d say it’s a testament to just how inspiring of an event it was that I ended up putting blogging on hold to instead work on numerous side projects. (more on this to come later…)
The premise to 2NS is pretty similar to Camp Firebelly: throw a handful of designers together in order to tackle a common project under limited time constraints. However, with 2NS the designers were mostly professionals, and the client this time was a start-up brewery. Circumventing any objections to spec work, no files were released to the clients: rather, the clients were free to contact any of the teams should they decide to pursue their design/strategy.
As someone who is still new to Chicago, I loved the opportunity to meet and work with so many wonderfully talented people for a weekend. There is something so energizing about working under these kinds of constraints that force you to look at a problem from an entirely new direction. In addition, it was great working for a small brewery who is as passionate about beer as I am. (Think “connoisseur” when you read that last statement…not “alcoholic”!) In the end, each of the three teams came up with vastly different approaches to Trenchermann’s branding and initial grassroots marketing strategy. It’s amazing what options are available to start-ups operating on a shoe-string production budget. Below are some of the branding materials we (Team Horseplay) came up with over the two days:
Logo was created to invoke a bottle cap silhouette. The brand name is capped by an abbreviated wordmark with a slightly industrial flair.
Bottling and labeling system was designed to be inexpensive, multipurpose, and reusable, as well as easily applied by hand to small batches.
If I have one criticism of the event, it is that I would have liked to work with more of the people there. Although it wasn’t really possible with the direction the group went with, I would have liked mixing it up even further. However, I suppose that isn’t really a criticism so much as wishful thinking. If you are in Chicago or the surrounding area, I highly recommend applying for the second 2NS event that will take place after the first of the year.