Set in Edmonton’s Old Strathcona beside Whyte Ave, The Bell in Scona needed an identity that honored place without feeling museum stuck. I led creative direction from brand strategy through identity, illustration, web, and environmental design, translating the brewery’s pre-war copper and iron craft into a contemporary system. The brand centers on a custom bell mark and wordmark, a restrained palette with oxidized-metal cues, and etched illustration that nods to Alberta industry. On site, I designed exterior and interior signage, menus and tap lists, and a graphic installation that connects the taproom, rooftop patio, and event space. Digitally, I extended the system into a lightweight website and social toolkit so the team could move fast after launch. From stakeholder alignment and vendor sourcing to production files and install oversight, I owned the work from concept to completion.