Case Study: A community-wide celebration of cocktails and service industry excellence
Scope: Branding, Marketing Strategy, Web Development, Photo+Video, Print Design, Event Marketing, Media Planning
The Challenge:
Originally launched in 2015 as a grassroots celebration of Bellingham’s local bartending talent, the event attracted participation from several local venues and built a niche following. But after a few years the organizers realized they needed a more cohesive structure and marketing plan.
That’s when BCW reached out to HappyChap. Together, we set out to re-imagine BCW as a signature winter event that could strengthen the local economy during the tourism off-season and establish Bellingham as a destination for regional cocktail lovers.
Our Approach:
We started with a visual identity and website overhaul, laying the groundwork for a whole suite of design collateral – from print ads, to posters, to apparel, to an entire magazine distributed to all participating bars ahead of the event.
We also coordinated photo & video content, built out an interactive calendar, designed official passports as a memento for cocktail drinkers, and helped organize and promote a tasting event featuring over 14 different PNW-based distilleries.
Branding & Identity
- Designed a flexible logo system that could evolve year-to-year
- New typography, colors, and visual language
- Custom illustrations and print collateral (posters, guidebooks, T-shirts)
Digital Experience
- Designed and launched an official BCW website, featuring participant profiles, event schedules, and sponsor highlights
- SEO and social integrations to drive event RSVP’s and awareness
Content Production
- Produced high-performing promo videos and mini-docs, racking up over 50,000 total views
- Coordinated photo shoots highlighting venues and bartender personalities
Marketing Strategy
- Designed and managed multichannel ad campaigns: print, radio, and targeted social
- Established sponsor relationships with the likes Whole Foods, Bellewood Acres, Hotel Leo, and others
- Distributed printed guidebooks across Whatcom and Skagit counties, and ran targeted ads in Seattle and Vancouver to draw visitors
Grant Writing & Presentation
- Helped prepare an application for local tourism grants: BCW received over $10,000 in reimbursable funding
- Developed hotel partnerships and tracking systems to measure tourism impact
The Results:
- Over 20 participating venues from 2018 to 2020
- Participating bars reported record-setting sales during what’s typically the slowest week of the year
- Website traffic exceeding 12,000 visitors per year
- Multiple regional media references and magazine mentions
- Attracted 14 PNW-based distilleries to a ticketed tasting event
Sample Works:
