Allocated Media
A collection of brand, content, campaign, and visual projects shaped through creative direction, team collaboration, and real-world execution.
We make projects come together by aligning strategy, creativity, and execution.
Allocated Media is a full-service boutique marketing agency working across craft beverage, CPG, hospitality, and experience-driven brands. Our work spans brand design, rebrands, photography, videography, drone work, graphic design, campaign development, social media, web, PR, and broader creative strategy. As a creative team, we approach projects with a healthy amount of internal competition. We sketch, pitch, challenge, revise, and often put multiple concepts side by side before deciding what deserves to move forward to a client. Some projects are personally shot or directly led by me, while others move through the full push and pull of our internal creative process. What follows is a focused selection of Allocated Media projects. Together, they show the range of the work: brand identities, rebrands, visual campaigns, content systems, and creative projects shaped by a team that cares deeply about making the strongest idea win.
Best Florida Beer
A medal redesign grew into a full identity refresh that helped fuel the most successful Best Florida Beer Championship since 2017.
The project started with a simple goal: redesign the competition medal. As the work developed, it became clear that the medal could set the visual tone for a broader rebrand of one of Florida’s most important beer events. At the center of the new identity was a refreshed gator mark: bold, aggressive, and distinctly Florida, with a golden gator gripping a foamy beer stein in its jaws. From there, the brand expanded across medals, posters, billboards, social media, event signage, merchandise, and Brewers Ball materials, supported by palm fronds, floral patterns, and a warmer tropical visual system. The impact was immediate. The refreshed identity supported another strong year for the competition, welcomed new participating breweries, and helped deliver a record-setting Brewers Ball. The rebrand also earned two 2025 Craft Beverage Marketing Awards: Global Crushie Winner for Best Unique Logo and Platinum for Best Retail Marketing.
Sage Street Ale Works
A fantastical brewery identity built around transformation, imagination, and a geometric butterfly that earned Platinum for Best Unique Logo Design at the 2025 Craft Beverage Marketing Awards.
Sage Street Ale Works opened in Toccoa, Georgia, as the vision of Travis Kruger, a longtime figure in Florida’s brewing scene, and his wife, Regina. After years spent in the industry, they set out to build something of their own: a brewery with world-class beer, wood-fired food and a space designed to bring people together in a thoughtful, imaginative way. Allocated Media was brought in early to create the full visual identity. The goal was to build a brand that felt whimsical, irreverent, and full of personality while still feeling approachable and grounded in community. At the center of the identity is a geometric butterfly, a mark inspired by transformation and the brewing process itself, from raw ingredients to a fully realized final product. A hidden barley silhouette inside the butterfly adds a quiet nod to the craft behind the beer. The broader identity pulls from surreal, storybook, and apothecary-inspired references, including subtle Alice in Wonderland influence. The wordmark pairs a bold primary typeface with a more delicate secondary style, creating contrast without falling into traditional brewery conventions. Designed to live alongside surrealist visuals, animal heads, apothecary objects, and other imaginative details, the brand creates a world that feels expressive, strange, and grounded all at once.
Nantahala Brewing
A legacy North Carolina brewery received a refreshed identity and grocery-ready can system designed to honor its past, sharpen its shelf presence, and support a return to distribution.
For Nantahala Brewing, Allocated Media was brought in to rebrand a well-loved regional brewery with a devoted following and a long history in North Carolina’s craft beer scene. The project included a refreshed brand identity and three core can designs built with grocery chain sales as a primary retail consideration. The creative direction centered on balancing nostalgia with a cleaner, more retail-ready visual system. The updated logo preserved recognizable elements from the original brand, giving longtime fans a sense of continuity, while introducing a sharper and more polished identity for the brewery’s next chapter. The can designs leaned into Nantahala’s adventurous roots and natural surroundings, using vibrant artwork to create a stronger emotional connection at shelf. With grocery placement playing a major role in the brand’s relaunch strategy, the cans needed to work as a family, stand out quickly, and remain approachable for customers discovering Nantahala for the first time. The finished system helped reintroduce the brewery with a stronger retail presence and a visual identity built for new market opportunities. The project earned two 2025 Craft Beverage Marketing Awards: Platinum for Best Unique Logo Design and Platinum for Best Rebrand.
Cicerone Certification Program
A long-running role with the Cicerone Certification Program brings my beer education background and marketing experience together across social media, campaign strategy, study resource content, training programs, and industry communications.
I began working with the Cicerone Certification Program in 2021, shortly before leaving Motorworks Brewing to formally launch Allocated Media. It became Allocated Media’s first client and, in many ways, one of the clearest examples of the work I wanted the agency to take on: thoughtful, industry-specific marketing rooted in real subject matter expertise. Since then, I have worked closely with the Cicerone team on marketing strategy, campaign planning, content development, social media, paid media, event support, and creative execution. I personally handle the account, with occasional support from the Allocated Media team when a project calls for additional creative, production, or campaign support. The work has included launch content and ongoing support for Selling with Cicerone, Tasting with Cicerone, Advanced and Master Cicerone beer-style cards, off-flavor cards, puzzle design, video updates to BeerSavvy, and custom training classes. Across those projects, the work has required technical accuracy, a clear understanding of the audience, and the ability to make detailed beer education feel useful, approachable, and credible. This account sits in a rare overlap between my professional worlds: marketing, beer education, sensory evaluation, and industry service, which makes it one of the most personally meaningful relationships I’ve worked on.
National Pediatric Cancer Foundation
A pro-bono documentary video and PR campaign helped turn a nationwide charity beer release into an award-winning story about the craft beer industry showing up for pediatric cancer research.
National Pediatric Cancer Foundation’s Brewing Funds the Cure project brings breweries and industry partners together around one shared mission: raising awareness and funding for pediatric cancer research to help find more effective, less invasive treatment options. Each year, one brewery from each state produces Rising Hope, with proceeds supporting NPCF’s research efforts. Country Malt Group, Yakima Chief Hops, Amoretti, and Blue Label donate raw materials, making the project a true industry-wide effort. For this project, we focused on telling the story of the people and purpose behind Rising Hope. The campaign connected breweries across the country with major industry suppliers and the National Pediatric Cancer Foundation’s mission to fund pediatric cancer research. We shaped that collaboration into a documentary-style video and supported the release with public relations that helped secure coverage in more than 100 media outlets. The campaign went on to win three 2023 Craft Beverage Marketing Awards: Global Best Storytelling, Global Best Cause Related Campaign, and Platinum for Best Cause Related Video.
Hidden Springs Ale Works
A multi-year series of projects with Hidden Springs Ale Works blended beverage consulting, sales support, photography, and award-winning video campaigns that helped the brand grow both creatively and commercially.
From 2022 to 2024, Allocated Media supported Hidden Springs Ale Works through a mix of consulting and content production. On the beverage consulting side, I helped train a sales representative, establish distribution goals, and manage chain account sales planning before the brewery hired a full-time sales director. That work helped support broader distribution growth, including a statewide mandate with Buffalo Wild Wings, an ongoing collaboration project with CRU Cellars, and a barrel-aged collaboration with Bern’s Steak House. The content side of the partnership focused on telling deeper stories behind the beer. We produced an ingredient-focused video campaign centered on intentional raw material selection and processing, along with a documentary-style brand video that highlighted the care behind the brewery’s approach. We also created a campaign around Ezra the Lion, a beer supporting pediatric cancer research through Beat Childhood Cancer Foundation. Alongside the video work, we produced lifestyle, product, and event photography used across social media, chain account platforms, mobile ordering systems, and websites. The work earned three Craft Beverage Marketing Awards: 2024 Platinum for Best Cause Related Campaign for Ezra the Lion, 2023 Platinum for Best Ingredient Focused Storytelling, and 2023 Gold for Best Original Video, Storytelling.
Tampa Bay Brewers Alliance
A values-driven rebrand gave the Tampa Bay Brewers Alliance a stronger visual system rooted in unity, transparency, and local pride.
A refreshed identity for the Tampa Bay Brewers Alliance created a more recognizable, professional, and flexible brand system for Florida’s local brewing community. The Tampa Bay Brewers Alliance rebrand was built around the need for an identity that could speak to breweries, industry partners, event attendees, and the broader public. The brand needed to feel established and credible while still reflecting the collaborative, local nature of the organization. We started by digging into the Alliance’s core values, then developed three distinct logo directions that explored different ways to express unity, transparency, and locality. The final identity gave TBBA a cleaner and more adaptable visual system, with a logo that could work across digital platforms, printed materials, event signage, merchandise, and member-facing communications. The project went on to win two 2024 Craft Beer Marketing Awards: Global Award for Best Rebranding and Platinum for Best Logo: Use of Icon.
Boiler Technologies Unlimited
A multi-location video and photography project for Boiler Technologies Unlimited captured the people, systems, and field work behind large-scale boiler installation and service.
For Boiler Technologies Unlimited, Allocated Media produced a wide range of media assets centered on the company’s work in commercial and industrial boiler systems. The project included a company explainer video, a vendor spotlight featuring Miura boilers, client testimonials, corporate headshots, and a trade show booth video designed to give BTU a polished visual presence at industry events. Production took place across active job sites, client facilities, and studio setups. Using our RED camera, Sony camera systems, and drones, we captured the decommissioning of legacy boilers and the installation of new systems at Florida International University and a large-scale distillery. The job site footage gave the videos scale and technical context, while the studio work helped round out the project with cleaner, more controlled brand storytelling. Alongside the video work, we provided onsite team photography and corporate headshots, giving BTU a stronger asset library for sales, marketing, trade shows, and future communications.
Event Miscellany
Recurring event coverage for festivals, conferences, award ceremonies, taproom activations, and community gatherings created a deep library of photo, video, and drone assets for organizations.
Allocated Media has provided event photography, videography, and drone coverage on a recurring basis for organizations and events throughout the Florida beverage and hospitality community. That work has included the Florida Brewers Guild Festival and Annual Conference, Best Florida Beer events such as Brewers Ball and Try This!, TBBC's Bad Ass Beer Festival, Tampa Bay Beer Week’s Halfway There Festival, Safety Harbor Beer Festival, Woodwright CAMP, and recurring event coverage for hospitality clients like Independent Bar & Kitchen and Grand Central Brewhouse.
The scope has ranged from atmosphere and crowd coverage to sponsor visibility, stage moments, vendor activity, award presentations, educational sessions, and short-form recap content. Across these events, the goal is to give each organization a useful media library for promotion, sponsor support, social content, future event marketing, and long-term brand storytelling.
Oh, and occasionally, we provide corporate headshots, too.
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Allocated Media works with hospitality, beverage, CPG, and creative brands on strategy, branding,package design, photography, video, content, campaigns, and the details that make the whole thing feel connected.