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The Golden Hoosier

Role / project
Associate Creative Director
CATEGORY
Storytelling
THE GOLDEN HOOSIER
THE GOLDEN HOOSIER
THE GOLDEN HOOSIER
THE GOLDEN HOOSIER

An Overview

A Golden Hoosier: Hoosier is an endearing derogatory term for redneck here in St. Louis. If you grew up on the south side of the city, you probably come from a blue collar worker who doesn't venture outside of his neighborhood and knows every bartender in town. But a Golden Hoosier? We took this derogatory term and made it a complement. Something we could be proud of. Us hoosiers built this city, and hell, now that's something to drink to. I was able to work alongside of the internal Golden Hoosier team to create a one of kind space that the city has never seen before. Full of nostalgia and history oozing from every crack. Sit down, and I dare you not to start telling stories of the past.


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Problem Solving

The Golden Hoosier took over a well-loved pub that many people in the neighborhood frequented often. Any sort of newcomer was brought with much skepticism. The Golden Hoosier needed to gain the trust of an entire hyper-local community. Their target audience wasn't the hip trendy 20-somethings around town, it was the people who lived close enough they could walk. We had to build a space that the neighborhood would be proud to call family. And I believe we did just that.

My Role

I can't take credit for curating the taxidermy that is museum-level quality, but I can take credit for telling it's story. As Associate Creative Director, we took the passion from the founder in experiencing the magic of the outdoors by being inches away from wildlife you would never see in person over your lifetime, we weaved history throughout every square inch of this space. From personifying the characters on the wall, bringing to life a cocktail and food menu any rising chef would be proud of, to building out a patio that is a direct memory of the founder's childhood camping with his grandpa. I was able to bring this whole story to life.