Challenge Accepted

How do you create an employer brand for the world’s largest brewing company? AB InBev brew some of the world’s most loved beer brands, from Budweiser to Becks, Leffe to Corona. Our challenge was to create a unifying brand to bring together thousands of employees from across the globe through one simple idea.

We worked closely with the client from the very beginning, running collaborative creative workshops using Pinterest to start to define what AB InBev was all about.

We landed on the idea of ‘Challenge Accepted’ which encapsulates the company’s curious, bold and resilient culture with talent that isn’t afraid to go that extra mile. We focussed our attention on creating the right mood, exploring what captures the aspirational and impactful attitude of the brand.

The lynchpin of the brand focused around the idea of a stamp, a symbol of commitment and confidence. The Challenge Accepted stamp became our mark that could be used as a unifying symbol across collateral, used at the end of challenging statements and over imagery.

We explored and developed a simple tiered design system that could flex for the multitude of sub brands and companies under the AB InBev umbrella, creating a comprehensive set of guidelines.

This was a massive step change for AB InBev that had to be communicated and delivered across the globe. Now we had created the brand, we had to put it into action, delivering launch events, collateral, activations and a brand new careers website.

Myself and a copywriter were creative leads on this project right from the start. From initial ideas, through to implementing the brand itself.