What began as a playful, lighthearted concept quickly evolved into a successful, culturally resonant cocktail pop-up series. Rhinestoned Cowboy was born from a strategic realization of shifts in the broader music and lifestyle landscape. Recognizing a major cultural zeitgeist following the release of Beyoncé’s Cowboy Carter album, I created the branding, thematic direction, and visual identity for Rhinestoned Cowboy to tap into the surging mainstream demand for modern Western culture. Proving the viability of the concept, I pitched and secured major corporate spirit partnerships, bringing on Beam Suntory as the anchor sponsor for the inaugural activation and Columbus’ own Watershed Distillery for the high-volume second iteration.

I worked with Ryan Murray, a long-time collaborator and mixologist who was managing the bar program at Antiques on High. He formulated a custom, high-end cocktail menu tailored to the theme. I directed the creative marketing, designed the physical menus, and commissioned a custom illustration for the campaign’s lead image. To drive attendance and elevate the experience, we co-curated an extensive, multi-genre Country-Western playlist spanning Americana, rockabilly, bluegrass, heartland rock, and Tejano, and utilized the TVs in the space to show vintage Western films.