Real Loud Tour

The Real Loud Tour was born from a real spark, local bands across Ohio were organically repping Real American Beer, playing shows, making merch, and building buzz without any formal program in place. The challenge was to turn that momentum into an official tour without losing the raw, dive-bar authenticity that made it special. I led creative direction, strategy, and copywriting to shape the tour into something bold and scalable. We developed a gritty identity system inspired by amp heads, beer labels, and vintage tour tees, and introduced the L.O.U.D. framework (Local, Original, Unfiltered, Decibels) to define the ethos. The project included logo systems, a two-tier artist kit (local and headliner), fan activations like "Loud Hour" drink specials, "Sticker + Sip" social rewards, and the Real Loud Rig, a branded military-style giveaway truck. Everything from the signage to the slogans ("Drink Loud. Live Louder.") was designed to feel loud, lived-in, and proudly unpolished. The result was a fully loaded toolkit that gave Real American Beer a way to amplify its music community, without losing its edge.