Kentucky Bourbon Trail® Passport & Field Guide

It's not every day that the Kentucky Distillers' Association (KDA) asks you to help develop a new tone, brand voice and content strategy for one of the most iconic keepsakes in the Bluegrass. But when they do, you better believe I'm up for the challenge. Working in collaboration with Onefold, I helped map out a detailed content plan and strategy with the goal of taking their existing passport to completely new level.

From incorporating new content like tasting tips, seasonal activities and cocktail recommendations to establishing a brand voice that more accurately reflects Bourbon enthusiasts today, the team set out to put a fresh spin on Kentucky's most legendary, history-packed industry. For months, we strategized and explored ways to make the Field Guide as helpful, engaging and authentic as possible.

The results? More than 30,000 copies of the Field Guide were sold in less than a year after its initial release.