A NEW VISUAL SYSTEM

Catering light beer to an athletic audience, I utilized Michelob ULTRA’s iconic red ribbon for a new style. In these print ads, the ribbon moves as an integrated backdrop, bringing the subject matter forward in an active layout.

Expanding this system, I explored alternate methods of integrating the Michelob ULTRA ribbon with imagery and humanity. In this example, the approach is cleaner, more minimal yet still retains an active visual style.

This work was never produced; internal exploration only.