PA Brews
Digital Launch


Role: Copywriter
What we did: Brand Strategy, Brand Identity, Launch Campaign, Copywriting, Tone of Voice Development, Social, Web
Industries: Food & Beverage, Tourism
Agency: Gatesman
The PA Malt and Brewed Beverage Industry Promotion Board needed one unified banner to promote the state’s craft beer culture. Alas, PA Brews was born: A statewide brand celebrating Pennsylvania’s craft beer industry and bringing breweries across the Commonwealth together.

To establish the brand at launch, we filled our digital channels with content to put a stake in the ground and prove why We Put the Craft on the Map.






The Brand:

The Gatesman team created all branding assets, with visuals designed to complement PA’s rich brewing history and craft culture. 







Social Assets:


Once the branding was complete, it was time to rally on social channels!

 



We wanted Pennsylvania’s brewing regions to feel like destinations in their own right. 

For our very first Instagram posts, region-specific headlines set the scene, and I created custom tones of voice behind the scenes.





Persona/Region TOV: Windblown hair is your evening look, and a lingering chill joins you as the sun drops toward the lake. You kick the sand from your shoes and start thinking about a crisp, indie beer. Conveniently, you’re in the PA Great Lakes Region–where great pours tend to arrive with good timing. Here, you can seek out seasonal lagers, bright wheat beers, and locally made favorites that feel right at home on the dock, the deck, or the dining table.

Persona/Region TOV:  “Wait. Why does this work so well?” The question punctuates your first sip. It’s 8 p.m. and a round of something you’d never heard of hit the table before you even decided what to eat. The music is playful, the menu is lively, and apparently, so is the beer. Before long, the table is crowded with experimental brews made by people with no interest in playing it safe. Naturally, you’re in the Liberty Region.



Persona/Region TOV: The bartender slides over something that technically isn’t on the menu yet. “Tell me what you think.” Dangerous words. Intriguing words. In the Capital Region, you don’t have to go far to discover something new. You’re in the heart of experimentation, and taste-testing the next chapter of your local breweries is part of the experience. The range of pints is always thoughtful, never stagnant, and seemingly endless. So keep an open mind, and maybe an open tab.

Persona/Region TOV:  A sturdy local brew feels right at home in the aftermath of adventure. Terribly muddy boots have been dropped by the doorstep. Hundreds of pine needles worked their way onto your coat, into the car, and somehow all the way home. Here, it’s only natural to get close to nature—and drink something that takes after it, too. Settle in, take it slow for once, and put a little PA Wilds on your palate with the rare luxury of having nowhere else to be. Thanks, Mother Nature. 




Persona/Region TOV: Your grandfather had a recipe. Your father changed it up a bit. Then, you tweaked it too. But the bones have held up, and it’s a damn solid pour. That’s how things tend to work in the Electric Region. Generations of brewers here in Northeast Pennsylvania know a thing or two about honoring our roots by making a good thing even better. It’s in our blood. We drive our brews forward with enough meddling to make it ours… Then, we bring it to the table, proud of where it came from and curious where it goes next.

Persona/Region TOV: You’ve stopped by for a drink at your favorite place after a long day. (Not that a short, easy one ever stopped you). The floorboards creak. The walls have character. And plenty of color has found its way into the glass in front of you. Welcome to the Blooming Region, where brewing has a bit of an eccentric streak. Your pours come with a little history and a lot of locally rooted love. Small batches make the rounds, old traditions get curious new twists, and nothing feels quite mass-produced. Just the way we like it.




Persona/Region TOV: Grit, personified. Follow the current where the Three Rivers meet, and you’ll find yourself beneath old factory beams that have seen it all, drinking a beer brewed thirty feet from your seat. The Three Rivers Region has a healthy habit of putting hard-working places back to work. The steel is still here, but today it’s stainless. And now, what comes off the factory line is crisp, inventive, roasty, and, of course, best served cold.
Persona/Region TOV: On any given day, your go-to tall glass might hold a Valley Region brew. Filled to the brim after the final whistle on a crisp October game day. Savored after a demanding shift. Raised across a dinner table filled with familiar faces. Isn’t it funny how a brew can fit into so many good moments? In the Valley, a good pour has a way of meaning more than beer. Sometimes, it’s a little piece of home.





Website Homepage:


The PA Brews homepage teases the initiative, inviting distributors, makers, tourists, and more to get involved!








Designer: Matt Lawrenson

Copywriters: Kayla Plunkett, Zoe Replinger



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Email  
KaylaRPlunkett@gmail.com
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