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Overproof

Overproof

Marketing strategy, report storytelling and product UI for a beverage intelligence platform.

CLIENT PROJECT · MARKETING DIRECTOR

My roleMarketing Director

My contributionStrategy, report content, design direction and UI

Project era2022–2023

01 / THE CONTEXT

From Data
To Direction.

Overproof’s beverage-alcohol intelligence platform organized menu and market data for sales and planning. My work shaped how that intelligence was introduced and presented across editorial and digital experiences.

I led marketing strategy and report content, set design direction, and contributed UI for the website, landing pages and mobile app. Overproof owns the platform, analysis and underlying data.

02 / CREATIVE DIRECTION

One Brand.
More Ways To Use It.

I came in as a creative lead to help make the Overproof brand more useful across the places its audience met the work: reports, digital campaigns, landing pages and product interfaces.

  1. 01Reports & data stories

    Editorial direction and graphic systems that made research easier to read, share and publish.

  2. 02Landing pages & campaigns

    Digital pages and launch creative that carried the same point of view into market-facing communication.

  3. 03Product & mobile UI

    Interface direction for the tools people used to plan programs, review activity and act on insights.

  4. 04Social storytelling

    Social-format creative that translated the platform and its programs into clear visual narratives.

03 / EDITORIAL & DATA

Make The
Data Land.

Report content and creative direction turned dense beverage intelligence into a story readers could move through. The findings and underlying data remain Overproof source material.

Archived Overproof report showcase featuring report pages, data summaries and beverage-market analysis.
Archived Overproof Breaking Down the Bar report presentation showing data summaries and AI-driven market insights.
Archived Overproof Menu Analysis report cover photographed on a table setting.
04 / DIGITAL EXPERIENCE

From Platform
To Landing Page.

I shaped the website and landing pages so the same platform was easier to understand.

05 / ACTIVATION & PRODUCT UI

Plan It.
Run It. See It.

I directed the interface for the tools people use to plan programs, review activity and act on insights. Overproof built the platform.

Archived Overproof off-premise program presentation showing a mobile activation checklist and dashboard.
Archived Overproof social presentation of the mobile activation checklist and program interface.
06 / INSIGHT CONTENT

Make The
Platform Felt.

Content and page direction gave Overproof’s intelligence a more tangible identity—from category insights to readable visual systems for the people receiving them.

overproof.com
Top portion of an archived Overproof Bar Insights landing page showing market intelligence content and illustrated data sections.
07 / ACROSS THE SYSTEM

A final selection from the archive, showing how one Overproof system could flex between market intelligence, pages and branded product communication.

overproof.com
Top portion of an archived Overproof insight-focused landing page with market data, product tools and conversion sections.
Archived Overproof graphic presentation of the platform and its activation checklist.
overproof.com
Top portion of an archived Overproof homepage showing beverage-alcohol market intelligence and product content.
08 / SCOPE & SOURCE

Marketing, Content
& Interface.

My contribution spanned marketing strategy, report content, design direction, and UI for Overproof’s website, landing pages and mobile app.

Archive & Attribution

The report, campaign, website, activation and product artifacts document the work shown here. Overproof’s methodology, charts, figures, findings, platform and data are credited to Overproof.

Credit

Overproof owns the methodology, charts, findings, platform and data. My work was the marketing, the report content, the design direction and the interface.