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Wilderness Trail Experiential Tour

Art Direction – Experiential Marketing
2023


My team created an activation footprint and experiential plan for Wilderness Trail, a premium craft distillery in Kentucky. As art director, I directed the elements seen in this footprint including custom bar and backbar design, table and seating direction, decor, and signage. Throughout the space, smooth matte black contrasts worn, textured wood in a way that emphasize both the premium nature of the brand and the craft of its bourbon. The backbar is a custom wood build, with high-end textures and attention to detail. Minimalist yet effective bottle display was achieved through sleek shelving and LED lighting.

Our menus were stationed on the bar top and featured samples of three Wilderness Trail expressions. Our genuine Wilderness Trail barrels act as tables, showcasing a small educational tabletop sign that drives bottle purchase. Dried grasses and glass bottles with grains highlight the craft by tying in each of the grains used in the distillation process– barley, wheat, corn and rye. 
 
Our activation has been highly popular at whiskey events across the country, attracting bourbon whiskey connoisseurs, newbies and everyone in between. Our footprint succesfully invites guests to sample, learn, relax, and hopefully purchase a bottle or two for themselves.




2023 Experiential tour designed and managed by 160over90
Creative Director: Matt Tornetto
Art Director: Bridget Halliday (myself)
Copywriter: Madeline Houston
Production Managers: Mandy Heumann, Jill Stelzer
Production Artists: Amy Luna, Keith Miller
Account Executives: Maureen Chave, Lia Poin
Project Manager: Nicole Hagemann