Alternate Ending
Brand & Marketing Direction from Inception: Shopify, Merch, Email & Social
Seven years of building a brand from the ground up - and a partnership that’s still going.
Project Snapshot
Platform: Shopify
Engagement: Marketing & Creative Direction (2018–2025) + ongoing website maintenance
Focus: Brand identity, eCommerce, merch, email marketing, social media
Deliverables: Shopify site, merch program, email campaigns + flows, social media, can label copy, art show support
Alternate Ending Beer Co. is an independent craft brewery I helped build from the very beginning. I joined in 2018 as Marketing and Creative Director and was responsible for shaping how the brand looked, spoke, and showed up in the world.
Over seven years, I built and managed every digital and marketing touchpoint: the Shopify website, a full merchandise program, all email marketing and automation flows, and their social media presence from zero. The brand grew into a recognized name in the craft beer industry, earning multiple craft beer marketing awards along the way.
In 2025, I transitioned out of the director role to launch CCV Creative, and Alternate Ending remains a client. I now handle ongoing website maintenance, keeping the site running and up to date.
Overview
Building a brand from scratch in a crowded, visual industry means every decision matters from day one. Alternate Ending needed a cohesive digital presence that could grow with the brewery: a launch-ready website, a merch program that created new revenue, and the kind of consistent, high-quality marketing that earns recognition in a competitive market.
The Challenge
I approached Alternate Ending as a full brand partner from day one - building systems, creative, and community that could scale as the brewery grew.
Brand & identity from day one - Built a visual and tonal identity that carried consistently across the website, merch, email, and social from the very first launch.
Shopify build + merch program - Designed and launched the eCommerce site alongside a full merchandise program, creating a new revenue stream beyond the taproom.
Email marketing + automation - Built all campaigns and flows from the ground up, ensuring every touchpoint from welcome series to product drops was on-brand and driving action.
Social media, built from zero - Grew the brand’s social presence from inception, developing a content approach that built community and reinforced brand identity year over year.
The Approach
Shopify website design + build
Merchandise program development + eCommerce integration
Email marketing strategy, campaign execution + automation flows
Social media strategy + content direction (built from inception)
Can label production coordination
Art show marketing support
Marketing & Creative Direction (2018–2025)
Ongoing website maintenance (current)
Scope of Work
Multiple craft beer marketing awards earned during a seven-year brand-building engagement.
Built a merchandise program from scratch, creating a new revenue stream beyond the taproom.
Founded the brand's entire digital infrastructure - website, email, social, and merch — all built from inception.
SHOPIFY STOREFRONT
MERCH PROGRAM
EMAIL MARKETING
SOCIAL PRESENCE
What started as a brand launch became a seven-year creative partnership that helped shape Alternate Ending Beer Co. into an award-winning name in craft beer. From the first version of the website to the merch program, email flows, and social presence, every piece was built with intention. The result is a brand with a cohesive identity, loyal community, and digital infrastructure that continues to support the business today.
Outcome
Kind Words
“Working with Alexis wasn’t hiring a creative, it was building a company with a partner. We started Alternate Ending together, and she shaped the brand from day one, running creative and social, building our website, managing merch strategy and execution, and sitting at the leadership table for every major decision. She understands how brand, community, and performance all connect, because she helped build ours from scratch. That perspective is rare.”
—Scott Novick, Founder and Owner, Alternate Ending Beer Co.
Ready to build something that performs as beautifully as it looks?
Let’s talk about your brand, your goals, and what growth looks like next.