MILLER LITE
Miller Time Social
and
Bar 75
2023 – 2024
A traveling experiential festival activation
Role Associate Design Director | Agency Wasserman
A traveling experiential festival activation
Role Associate Design Director | Agency Wasserman
Miller Time Social was an experiential on-site bar designed to immerse festival-goers in the brand’s “Taste’s Like Miller Time” ethos at major music festivals across the US, including Austin City Limits (ACL), New Orleans Jazz Fest, and Boston Calling. The interactive space featured unparalleled views of on-stage live performances, lawn games, digital integrations, and premium brand experiences, offering fans a place to enjoy a drink in a fun, outdoor environment. The activation was rebranded as Bar 75 the following year, thus evolving the activations identity into an even more immersive festival footprint.
Create a premium-yet-approachable experiential footprint that stood out in crowded festival environments, drove direct product sales, and built long-term brand affinity. Additionally, we were tasked with developing a refreshed identity that aligned with the history of the brand while signaling a modern and engaging fan experience that could seamlessly integrate into a variety of festival experiences.
As Associate Design Director, I led creative strategy, visual identity development, and art direction across multiple environmental, print, and digital touch points. In partnership with internal and external teams, I guided the transition from Miller Time Social to Bar 75, including naming concept development, signage redesign, and overall look-and-feel updates for 2023 and 2024.
Key contributions included:
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Co-led the pitch for the activation’s new name (Bar 75), ultimately aligning with a legacy moniker to reinforce brand heritage and consumer familiarity.
- Reimagined the signature neon signage, turning it into a beacon recognizable across festival grounds and signaling a space to unwind, refill, and reconnect.
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Directed design and implementation of multi-level hydraulic bar structure, interactive games, branded cooling stations, digital QR experiences, and animated screen content.
- Coordinated closely with producers, vendors, and festival teams to ensure high-fidelity brand execution across multiple national events.
On-premise offerings included various outdoor lawn games, free branded merch, festival-specific themed temp tattoos, multiple viewpoints of the live stage, and plenty of cold drinks.
Sweepstakes entry website for mobile and web
As the activation entered its second year, Miller Lite tasked our team with evolving the experience to align more closely with broader brand initiatives. We were asked to explore new naming conventions that could build deeper heritage appeal while signaling a refreshed direction for the experience.
After pitching multiple creative concepts, the brand ultimately selected a legacy-inspired name, Bar 75—a nod to Miller Lite’s founding year and longstanding role in American social culture. I co-led the naming exploration and oversaw the visual evolution of the activation’s identity.
Key contributions included:
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Naming Strategy: Helped concept and strategize branding directions rooted in heritage, approachability, and cultural relevance.
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Environmental Branding: Reimagined the iconic neon signage perched atop the bar structure—turning it into a recognizable beacon across festival grounds.
- Design Direction: Updated core brand assets, including color palettes, typography, and spatial graphics, to ensure cohesion across all facets of Bar 75’s new identity and Miller Lite’s existing design system.
The result was a clean, magnetic brand presence that felt rooted in appeal to the modern consumer while clearly signaling to all: Bar 75 is the best spot for fans to relax, refill, and recharge.
Redesigned neon sign spec and render to finished piece
- Engaged thousands of festival attendees across multiple high-profile music events.
- Achieved a 5x increase in Miller Lite product sales on opening day at Jazz Fest compared to the previous year.
- Engaged thousands of attendees across multiple high-profile festivals including ACL and Boston Calling.
- Captured valuable first-party consumer data via digital sweepstakes and QR code activations.
- Reinforced Miller Lite’s role as a cultural connector and lifestyle brand in the live music space.
- Established a scalable, repeatable festival model now synonymous with the brand’s presence at key national events.