OVERTONE X BLEED FROM WITHIN
A Heavy Hitting Collaboration
To mark the release of Zenith, the latest album from Scottish metal band Bleed From Within, we created a limited-edition New England IPA that reflects the intensity, energy, and precision of the band’s sound. As the designer behind the project, I led the visual concept and campaign rollout—from label design to digital assets.
RESPONSIBILITES:
Creative Direction, Label Design, Marketing Strategy, Brand Collaboration
DESIGN DIRECTION
I led the creative direction for the Zenith collaboration, developing a visual concept that aligned with Bleed From Within’s album artwork and Overtone’s brand identity. I designed a custom can label that doubles as a poster, wrote all campaign copy including
a six-part social media rollout, product descriptions, and retail mailer content. I also planned the marketing strategy and coordinated the brand collaboration to ensure a cohesive launch across both audiences.
More than just a beer launch
This was more than a beer launch—it was a cross-medium collaboration between craft beer and heavy music, built on shared values of bold creativity and local pride.
