Partnership Announcement & Branding Rollout
Green Monké x Pabst Theater Group

When Pabst Theater Group announced its partnership with Green Monké in winter, the organization needed a cohesive set of visuals to introduce the collaboration across both in-venue signage and social media. The goal was to create an announcement campaign that felt aligned with Green Monké’s existing brand while resonating with the live-music audiences that frequent Pabst Theater Group venues.

Green Monké provided product photography, their logo, and a designated typeface, while the remaining visual system was developed in-house. I drew early inspiration from the beverage cans themselves—particularly the vibrant gradients and expressive paint textures—which became the foundation for the campaign’s visual language. These elements informed a series of layered, color-rich compositions that echoed the brand’s energetic and playful identity.

To further shape the tone, I incorporated a nostalgic psychedelic aesthetic inspired by the visual language of That '70s Show. The resulting graphics blend retro textures, fluid gradients, and bold typography to create a look that feels both contemporary and reminiscent of classic counterculture design. This approach helped the campaign remain recognizable within Green Monké’s established branding while introducing a distinct visual energy tailored for a music venue environment.

The rollout was designed with concertgoers in mind—particularly fans of jam bands and progressive rock who frequent Pabst Theater Group venues. Green Monké’s target audience overlaps strongly with this community: health-conscious adults, many in their 30s and 40s, who are exploring low-calorie, low-dose hemp-derived alternatives to alcohol. The campaign aimed to speak to “sober-curious” and “Cali-sober” consumers looking for a social beverage that delivers a relaxed, functional buzz without the hangover.

Through a combination of venue signage and social media assets, the project introduced the partnership in a way that felt vibrant, approachable, and culturally aligned with the concert-going experience—bridging Green Monké’s wellness-focused beverage brand with the immersive atmosphere of live music.st with day-to-day graphics tasks to support the team’s overall operations.

See what’s going on at PTG here>> @PabstTheaterGroup

>Print Design
>Social Media Design
>OOH Promotional Design