Fightback Lager connects beer with a cause - supporting grassroots live music.
I've worked centrally with the company from branding, bar mats, tap lense, animation and video.
The creative challenge was to balance product visibility with the wider story, making the lager recognisable while keeping its connection to grassroots music at the heart of the work.
Fightback Lager connects beer with a cause - supporting grassroots live music. My work spanned branding, motion graphics, digital lenses and photography, bringing that connection to life across static, moving and interactive content.
The creative challenge was to give the brand a consistent, recognisable presence while capturing the energy and character of live music. I brought together visual identity, imagery and animation to tell a connected story, keeping both the product and its purpose central to the work.
The challenge
The work needed to communicate more than a lager brand. Fightback's connection to grassroots music is central to its story, so the creative needed to balance clear product recognition with the atmosphere and attitude of the live music scene.
Each medium presented a different creative demand. Photography needed to communicate through a single frame, motion graphics needed rhythm and pacing, and digital lenses needed an engaging interactive idea. The challenge was to make these expressions feel like parts of the same brand.
My approach
I worked on the brand's visual expression, using typography, colour and composition to create a consistent foundation for the wider creative. This connected the different outputs and kept Fightback recognisable across formats.
I translated the brand into motion, combining animated graphics and typography with considered timing and transitions. The focus was on bringing energy to the content while keeping the product and messaging clear.
I worked on digital lenses that extended the brand into an interactive format. These introduced a participatory element to the creative, giving audiences a way to engage with Fightback through the experience itself.
My photography work added another dimension to the brand, using framing, lighting and composition to create imagery that complemented the graphic and animated content. The aim was to maintain a coherent visual tone across the project.
Creative delivery
The project brought together branding, motion graphics, digital lenses and photography as a connected body of work. Each discipline contributed something different - recognition, movement, participation and imagery - while reinforcing the same brand story.
Working across these disciplines allowed me to consider how creative decisions translated between formats. Composition, pacing and visual hierarchy were shaped around each medium, while retaining a consistent identity.
This project demonstrates my ability to carry a brand idea across multiple creative disciplines, combining design craft with motion, photography and interactive content to express both a product and the purpose behind it.
Outcomes
The redesign also significantly improved accessibility compliance - the new template passed a WCAG 2.2 AA audit with zero critical issues, compared with 17 flagged on the original.