What it is:
A nostalgia-driven loyalty program that let diehard High Life fans redeem for vintage merch and artifacts — the real stuff, not just swag.

Why it mattered:
High Life’s identity lives in basements, bars, and peoplestories. We needed a way to reconnect with loyal drinkers who still felt ownership of the brand.

What I did:
Led creative concepting, storytelling, and execution for a nationwide program that paired earned loyalty with restored vintage goods — all sourced and authenticated by hand. Each piece came with its own narrative.

What happened:
Transformed an ordinary purchase incentive into a soulful brand experience. “Made + Found” generated buzz, boosted repeat purchase, and deepened emotional equity with a cult-following audience.