Brewdog - I am Punk

I was the design lead for Brewdog’s first nationwide OOH campaign. Its first out-of-home campaign for I Am Punk it was built to feel as bold, confrontational, and democratic as the movement itself. The work strips back traditional advertising polish in favour of raw clarity by putting ownership, rebellion, and community front and centre. The design uses uncompromising typography, high-contrast colour, and assertive messaging to stop people in their tracks. Every placement feels more like a manifesto than an ad, challenging passersby to see Brewdog not just as a beer brand, but as a collective owned by its people. Visually, the system is simple but charged: confident layouts, minimal hierarchy, and language that speaks directly and unapologetically. In the chaos of the street, the work cuts through by being unmistakably BrewDogs punk in attitude, clear in intent.