Crafting a Strategy was launched as an online, subscription based website that catered to the business concerns of craft breweries. We worked closely with business owner Sam Holloway to develop an identity and graphic system that was closely tied to business recommendations that he advances on the site. The five pint glass shaped elements within the logo represent 5 organizing principles of his core curriculum. We also developed a series of friendly icons to help way finding throughout the site content, along with some funny headlines to attract site visitors into some very serious business white papers.