Swig League x Death Wish Coffee Co.–Creative Direction, Creative Strategy & Design.

The Challenge
Born as an e-commerce-exclusive brand, Death Wish Coffee enjoyed a devoted subscriber base—but increased competition across channels was putting that loyalty at risk. The brand needed a standout, community-focused experience that would reinforce exclusivity and reignite engagement among its core audience.

My Approach
Inspired by the spirited rivalries of Major League Baseball, I developed The Swig League—a gamified community campaign that pitted coffee drinkers against each other: those who take their brew black versus those who prefer cream and sugar. Over nine weeks, fans earned points for their teams, unlocked exclusive team merch, and battled for pride and bragging rights. Custom designed Uniforms, merch, gamification and a sleek digital experience brought the concept to life, creating a playful yet fierce brand immersion.

The Outcome
The campaign delivered standout performance metrics: Swig League members achieved 660% higher return purchase rates (RPR) and 600% higher conversion rates (CVR) compared to Death Wish Coffee’s average audience. It clearly resonated with the community, turning engagement into measurable results and reinforcing brand loyalty through creative strategy.

Why It Stands Out
This project showcases my ability to turn audience insight into strategic design execution, creating original, competitive experiences that deepen engagement and drive real performance. It’s a vibrant example of how creative direction can fuse brand spirit with community-building, turning a simple promotion into a cultural moment.