Challenge
Michelob Ultra wanted to evolve its digital presence to better reflect its audience—a confident, health-minded consumer who values balance as much as enjoyment. The challenge was to design an online experience that mirrored the brand’s “live fit, drink easy” ethos while supporting integrated promotions and maintaining a consistent visual identity across campaigns.
Michelob Ultra wanted to evolve its digital presence to better reflect its audience—a confident, health-minded consumer who values balance as much as enjoyment. The challenge was to design an online experience that mirrored the brand’s “live fit, drink easy” ethos while supporting integrated promotions and maintaining a consistent visual identity across campaigns.
Approach
As Associate Creative Director, I led the concept and visual development for the brand’s digital platform. The design emphasized candid, engaging imagery that captured real moments rather than staged lifestyle scenes. Using selective focus, asymmetrical composition, and natural light, the visuals conveyed confidence, motion, and authenticity.
As Associate Creative Director, I led the concept and visual development for the brand’s digital platform. The design emphasized candid, engaging imagery that captured real moments rather than staged lifestyle scenes. Using selective focus, asymmetrical composition, and natural light, the visuals conveyed confidence, motion, and authenticity.
The site’s clean color palette of cream, blue, and white echoed Michelob Ultra’s crisp taste and modern aesthetic. Modular homepage components highlighted nutritional facts, fitness content, and social media integration with Facebook, Twitter, and Pandora—bridging active living with digital interaction. The platform was built to evolve with ongoing promotions, ensuring visual and functional consistency throughout the year.
Outcome
The conceptual redesigned digital experience positioned Michelob Ultra as a beer that fits naturally within a balanced lifestyle. The site’s clean structure and dynamic imagery reinforced the brand’s premium identity, while modular flexibility supported year-round campaign updates and cross-channel engagement.
The conceptual redesigned digital experience positioned Michelob Ultra as a beer that fits naturally within a balanced lifestyle. The site’s clean structure and dynamic imagery reinforced the brand’s premium identity, while modular flexibility supported year-round campaign updates and cross-channel engagement.
Agency: Euro RSCG Chicago
Role: Associate Creative Director (Digital)
Role: Associate Creative Director (Digital)
