Purpose

Athens, Georgia is home to the most bars per capita in the entire United States with 80 in a square mile. With so many options, Clarke’s needed to find a niche audience to cater to. Located across downtown from the popular rowdy bars – they needed to embrace the mature crowd of Athens.

Inspiration

Process

To establish a completely different experience from the rowdy college bar scene, I took inspiration from classy, chic and modern styles/trends. I leaned into the idea of “cocktails” because Clarke’s is one of the only bars in Athens to have classic drinks. I kept in mind that our typical demographic are not the diehard football fans pounding back beers – instead it is the classy girls’ night out. I chose to be an in-house photographer so the photos we posted felt more authentic coming from a fellow college student.

I also transferred work from Canva to Photoshop and had to find supplements for certain elements that wasn’t available on both softwares. The current established look was made up entirely by myself.

CLASSIC CITY’S CLASSIC COCKTAILS

new slogan

Template Graphics

Canva, Adobe Photoshop

Campaign

To incentivize traffic on our socials, stronger relationships with customers and ultimately more sales, I created the Game Day Fast Pass campaign. Whenever the football team played at home, Clarke’s held an Instagram raffle. The prize was wristbands that allowed the winner (and a plus one) to skip the bar’s line for an entire day.

Beyond

Marketing for Clarke’s has given me experience in objective design and strategy. Unlike other projects, I don’t feel like Clarke’s is part of my personal identity. However, this has made me put extra care into my work with them. Since I know it doesn’t entirely represent me, I work from a neutral position.