Hyper-Premium Membership Program

Firestone Walker’s Brewmaster’s Collective is the brewery’s first-ever beer club—an exclusive, members-only program designed to showcase the highest level of craftsmanship, creativity, and access within the Firestone Walker portfolio.

Limited to just 1,000 members, the program featured 25 total beers, including 16 world-exclusive releases created specifically for the Collective, alongside four Venice Propagator limited releases. Working in close collaboration with Brewmaster Matt Brynildson, the program was curated to provide members with unprecedented access to the brewery’s most innovative thinking—both in the glass and beyond it.

As Art Director, I led the creative direction and execution for the entire program, ensuring every touchpoint delivered on the hyper-premium promise of the experience. This included developing the visual identity and storytelling framework for the Collective, along with overseeing high-end product design, packaging, photography, video, and digital experiences that reinforced exclusivity, craftsmanship, and collectability.

The program extended beyond physical product to include virtual tastings for each of the four collections, allowing members to engage directly with the brewers and deepen their understanding of each release. Creative assets were designed to support these moments of connection—bringing the brewery, the brewmaster, and the beers into members’ homes in a cohesive, elevated way.

The result was a fully realized, luxury-level brand experience—one that blended innovation, access, and storytelling into a cohesive membership program and positioned Firestone Walker at the forefront of premium direct-to-consumer engagement in craft beer.

Brand Creation: Andrew Wickstrom

Design: Matt Beck

Photography: Julian Peck

Copywriting: Sean Weir

Video: Lee Diskin