HOOT + HOWL SPIRITS
BRAND DEVELOPMENT - GO TO MARKET - STUDIO & LIFESTYLE PHOTO CONTENT - MEDIA RELATIONS
Callan Deline’s bold, mountain-inspired spirits began with a passion for blending tradition and innovation and a love for hootin’ and howlin’ under the wide-open skies. It was a recipe for an innovative new Colorado spirits brand just waiting to be brought to life - this is the moment Turn It Up was built for.
Turn It Up provides an experience driven roadmap to bring your mountain top brand inspiration to life through a focus on four key phases: brand development, content creation, go to market, and media relations. With the framework and discipline of those specific phases we dig in to clearly define your intentions and goals before applying our experience and creative energy, transitioning your mountain top ideas into a tangible brand with a strategic go to market strategy.
BRAND DEVELOPMENT
Branding work happens up front for focus, consistency and dicipline—in this phase, we work with brands to make decisions that will define their identity, from mission, vision and values to logo, font and colors—so we don’t end up making stuff that looks cool but doesn’t connect back to the intention. Our team immediately leaned into the concept of the words “Hoot” and “Howl” as verbs rather than nouns, emphasizing the adventure of the outdoors and the action of sharing a drink with friends. The decision set a dynamic tone for the rest of the developmental phase, as we worked closely with Hoot + Howl to develop the brand pillars, architecture, story, messaging and the structural work that defines the brand. Our goal was to create a strong foundation for an experience that resonates with consumers, retailers and distributors while retaining the founder’s vision.
CONTENT CREATION
This is where everything truly comes alive! Following the structure outlined in brand development, we bring the story to life through creative content development including copy, studio photography and lifestyle photography. Led by TIU Creative Director Michael Eldridge, we align with brand positioning to intentionally express the brand visually and start with studio photography, resulting in crisp, clean images that can be used for sales materials and on the website to communicate the brand effectively in an instant.
Then we move into lifestyle photography. For Hoot + Howl, that meant shooting riverside in Lyons, Colorado, creating and capturing outdoor moments like folks celebrating together, making cocktails and hanging out outside. The resulting photos express the essence of the brand with imagery that bares its soul at a glance.
GO TO MARKET
Strategy meets execution during the go to market phase. Our team combines copy and images with web best practices to bring the brand to consumers with a stunning website; and works to meet the needs of distributors and industry pros with high-impact sales tools.
MEDIA RELATIONS
Once the brand is locked down, the packaging is ready to go, content has been created, and sales tools are in place, TIU shares your story with the world. For Hoot + Howl’s launch, we used an embargo strategy to align timelines. The team reached out to Westword, a well-known Denver publication that we’ve worked with many times in the past, for an exclusive behind the scenes interview with Cal and Chris at the distillery for the first announcement.
