Our client, the Grand Rapids Public Museum, is located at the heart of the city which, in 2012, was named “Beer City USA.” The museum was mounting an exhibition to celebrate the brewer’s art through the rich history and cultural influence of the hallowed beverage. We were asked to name and market the exhibition. In gratitude for seven thousand years of service to mankind, we called the exhibit simply “Thank you, BEER!”. We designed the identity, signage and merchandising. We created advertising online, on posters and radio, and in a prolific newspaper and magazine campaign. We also initiated an online grass-roots social media and guerrilla promotion.