Client:
Arizona State University
Sun Angel Collective
Devil’s Halo Beer Brand
Branding & Identity
Campaign
Art Direction
Graphic Design
The Challenge
When the Sun Angel Collective landed a golden opportunity to partner with a local brewery, the stakes were high: create a beer that would not only fuel the collective through sales but also capture the heart of ASU fans and the entire Phoenix community. But before the first pint could pour, they faced a critical hurdle—the brand itself didn’t exist yet. No name, no logo, no identity.
The Insight
We knew the perfect concept was hiding in plain sight—one that could blend the fiery passion of the ASU Sun Devils with the supportive mission of the Sun Angel Collective. Collaborating with a talented group of ASU students, the answer revealed itself: Devil’s Halo. A name that’s playfully kitschy but deeply symbolic, embracing the duality of the devil and angel sides of ASU culture
The Solution
Devil’s Halo was born: a heavenly brew with a devilish spirit. But the launch required far more than a clever name. We crafted an entire brand experience from scratch, including:
- A bold, memorable logo that balanced mischief and grace
- Full branding guidelines to ensure consistent storytelling
- Eye-catching graphics and packaging to stand out in crowded markets
- Promotional items that fans could proudly display
- Radio spots that broadcasted the brand’s energy throughout the Valley
- In-game activations and signage to drive engagement at ASU events…. and more
/ Concepts
A heavenly brew with a devilish spirit—crafted to fuel fans, spark culture, and power the Sun Angel Collective.
The Result
Today, Devil’s Halo is more than just a seasonal or event-specific brew—it’s a community icon. Sold across Phoenix, it’s the lager of choice at games, backyard gatherings, and local celebrations. The branding and marketing efforts created a ripple effect, turning Devil’s Halo into a standalone brand with legs of its own.
And perhaps most importantly, every sale supports the Sun Angel Collective, helping student athletes thrive while uniting the Phoenix community over a shared passion—great beer and greater purpose.
