Lagunitas Brewing Co. x Arizona State University

Official Craft Beer of ASU Athletics | Lead Designer

In 2022, Lagunitas Brewing Co. became the official craft beer sponsor of Arizona State University athletics—and I had the opportunity to lead design for the entire campaign rollout. The goal was to fuse Lagunitas’ irreverent personality with ASU’s bold Sun Devil energy in a way that felt authentic to the local culture.

I created a full visual system rooted in ASU’s maroon and gold color palette, inspired by the surrounding desert landscape and iconic campus landmarks like “A” Mountain. A standout element of the campaign was a series of custom Lagunitas dogs—each one decked out with gear for a different ASU sport, used across merchandise, stadium displays, and retail collateral.

Deliverables included:

• Posters, animated digital scoreboard ads, and LED ribbon graphics

• Custom tap handles and branded bar carts

• Posters and neon signs for local bars and liquor stores

• A fully branded bar inside ASU’s football stadium: The Lagunitas Lookout

The Lookout was a true highlight, featuring large-scale wall art, step-and-repeat wallpaper, frosted glass windows with custom illustrations, and branded table covers—turning it into an immersive Lagunitas experience right in the heart of game day.

This project brought together playful illustration, environmental branding, and large-scale campaign thinking—crafted to energize fans, connect with the ASU community, and expand Lagunitas’ presence in the Southwest.