"When Tyler Norwood contacted me about branding a nautical-themed brewpub in Austin, I was intrigued, and when they lured the brewer from famed Odell Brewing in Colorado, I knew they meant business. These are just a couple pieces of early brand collateral, with more to come in early 2012. The poster will be extended to a huge mural installation—the world's biggest mammal seemed like a great way to illustrate the restaurant's mammoth beer selection. Plus, it's an excuse to make Erick use the phrase 'ale whale' in meetings. Between it and the 'Jollier Roger,' a pint-chugging skull and crossbones, the brand identity already has a lot of personality. I'd be remiss not to mention how much Erick Montes has shaped the design direction of this project. I'm learning that a big part of running a studio is trusting others to excel, and Erick makes that easy."