The Memphis Brand Initiative approached us to help activate their presence at Creative Works Conference—a summit event for the global Creative Works community, founded in Memphis in 2014. While they had a strong strategic theme, “Bring Your Soul,” they hadn’t yet produced any creative that could bring it to life. We saw an opportunity to build something simple, soulful, and memorable that would resonate deeply with attendees and the people of Memphis.

We collaborated with a local lettering artist to create a hand-lettered illustration of the phrase—fluid and expressive, like liquid vinyl—evoking the city’s rich connection to STAX Records and soul music. We applied the artwork across a limited run of attendee gifts and elevated the moment with a custom beer collaboration: Bring Your Soul, Hazy IPA, brewed with Memphis Made Brewing. The design gave the theme cultural weight and turned an abstract idea into a tangible, shareable experience.

The campaign was a hit. The beer quickly became a fan favorite, and the artwork struck a lasting chord with the Memphis community. Today, that same illustration continues to be used in ongoing brand campaigns for the Memphis Brand Initiative—a lasting symbol of local pride, creative spirit, and soulful conviction.

Creative Direction & Relationship: Conviction / Hand-Lettered Illustration: Jason Prater / Beer Direction & Design: Emrich Office