An Overview

The Golden Hoosier project was an exciting opportunity to rebrand a derogatory term and turn it into something positive and empowering. The goal was to create a unique, nostalgicically-charged space that celebrated the blue collar workers who built the city of St. Louis and their contributions to the community. As part of the internal Golden Hoosier team, I was able to collaborate with others to bring this vision to life, creating a space that was full of history and storytelling potential. The end result was a one-of-a-kind experience that celebrated the city's past and the hardworking "hoosiers" who helped shape it. The Golden Hoosier project was an opportunity to not only create something truly unique, but also to challenge traditional notions and showcase the pride and resilience of the city's working class community.

Problem Solving

One of the key challenges faced by the Golden Hoosier project was gaining the trust of a skeptical, hyper-local community that was used to frequenting a well-loved pub. The goal was to create a space that the neighborhood would be proud to call their own, and this required careful problem solving and strategic planning. To achieve this, we needed to understand the needs and preferences of our target audience - which was comprised of the people who lived close enough to the pub to walk there - and design a space that would be welcoming and inclusive to this community. This required us to think creatively and consider all aspects of the customer experience, from the layout and design of the space to the types of events and programming we offered. Ultimately, through careful problem solving and a commitment to building a sense of community, we were able to create a space that was embraced by the neighborhood and became a beloved gathering place for all.

My Role

As Associate Creative Director on the Golden Hoosier project, I was responsible for helping to bring the founder's passion for the magic of the outdoors to life in the design and storytelling of the space. This involved curating museum-quality taxidermy and weaving historical elements into every square inch of the pub, from the personified characters on the walls to the nostalgicically-inspired patio. I also played a key role in developing a cocktail and food menu that was both creative and appetizing to a diverse audience, and worked closely with the team to ensure that every aspect of the customer experience was cohesive and immersive. Overall, my role was to help bring the founder's vision to life and create a space that was both visually appealing and emotionally resonant for our customers.

The Golden Hoosier

An Overview

Problem Solving

My Role

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