Photo credit 3 Degrees Marketing
Long Run premium larger serves up a celebration of Australia’s iconic outdoor heritage
Great Northern Brewing Co. launched a new premium lager—Long Run—to expand its footprint into the higher-end beer market. Building on its strong identity rooted in rugged, outdoorsy Queensland culture, Long Run was created to embody celebration, quality, and the character of the outback.
The launch spanned remote and urban locations across Queensland—from Longreach, at the heart of the Outback, to central Brisbane. A series of immersive events, experiences, chef-led dinners, mural commissions, pop-up activations, and tastings introduced the product to audiences through storytelling, community connection, and experience-driven branding.
Fifteen years after its original launch, Great Northern had become the highest-selling beer in Australia—beloved for its crisp, clean taste and alignment with a sun-soaked, open-air lifestyle. To evolve the brand while honouring its roots, the company developed Long Run: a premium lager reflecting dry climate living, cattle-station culture, and the enduring spirit of the outback.
Brought in by the lead agency as external design support, I contributed creative solutions across multiple touchpoints for both the immersive outback launch in Longreach and the urban activation in Brisbane. My role spanned print, signage, press and media collateral, digital touchpoints, and spatial/environmental design including 3D modelling.
Key responsibilities included:
Design and illustration for a 30-metre community mural in Longreach
3D concept design for a branded merchandise pop-up store at the Jubilee Hotel
Ticketing, signage, and printed collateral for both locations
Layouts and floorplans
Press release templates and post-event reporting collateral
The project was delivered in unpredictable phases, with creative briefs arriving progressively based on evolving needs. This required a flexible and responsive approach, sharp attention to detail, and the ability to jump quickly from concept to completion.
‘clean, crisp and refreshing to carry the substance and authenticity of character, which is a hallmark of the area Great Northern comes from’
Photo credit 3 Degrees Marketing
Creative Approach
I focused on ensuring the design work resonated with the genuine spirit of the Long Run brand—grounded, authentic, and reflective of the Australian outback's character. Whether it was crafting a mural that celebrated local pride or developing physical activations that embodied the brand's essence, my aim was to create designs that were considered, respectful, and aligned with the audience's values and expectations.
MURAL PAINTED BY DANBY
The creative process was non-linear by nature. Rather than working from a master brief, the project unfolded in stages—each task arriving independently as the broader campaign took shape. This required a flexible mindset and the ability to quickly assess, conceptualise, and deliver high-quality design with limited lead time.
Creative direction from the agency was clear and concise, which allowed each piece of work to move rapidly from concept to final delivery. With no formal early-stage exploration or review phases, I typically developed three strong concept directions upfront—capturing the intent and aesthetic in a way that enabled confident and immediate progression.
In some instances, design briefs involved adapting high-level brand guidelines to suit new formats or environments, such as 3D physical builds or large-scale mural artwork. In others, it involved interpreting the essence of the Long Run brand into new creative applications, translating tone into texture, form, and function
MURAL ARTWORK
The nature of the project required a responsive and adaptive working style. With creative needs emerging organically throughout the campaign rollout, design tasks were briefed progressively and often at pace. This made day-to-day scheduling dynamic, requiring flexibility and the ability to deliver high-quality work within tight timeframes.
While the brand guidelines offered a high-level framework, much of the interpretation was left open—requiring creative sensitivity to apply the right tone across formats and environments. Whether designing a community-facing mural or translating a regional brand into a pop-up retail experience, nuance and adaptability were essential.
Despite the fragmented delivery, the agency team was exceptional to work with. Briefs were clear, feedback was thoughtful, and the collaborative dynamic helped ensure that even fast-paced work maintained a high standard of creative integrity.
Photo credit: Jubilee Hotel and 3 Degrees Marketing
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Illustrated the concept for a 30-metre mural gifted to the town of Longreach, balancing Long Run branding with local cultural references. This included creating additional artwork to thoughtfully integrate multiple local landmarks and iconic regional elements. The design ensured recognisability, artistic integrity, and accurate translation for the commissioned muralist.
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Designed and modelled a 3D concept for a custom-built promotional activation at the Jubilee Hotel, Brisbane. The unit combined branded cabinetry, screens, and merchandising areas to support bottle cap redemption and immersive brand storytelling.
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Supported elements of the chef mentoring dinner held at the Bruce Yeates Memorial Cottage, built by RM Williams, contributing select design assets such as cloakroom tickets and floorplan visuals to assist the guest experience.
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Developed composite artwork featuring a Long Run bottle into a hand-held placement outside a recognisable local landmark—adding a playful, shareable visual to support regional brand connection.
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Produced visual mock-ups for proposed merchandise items, supporting internal review and presentation of branded gear ahead of production.
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Created press release templates and reporting collateral used by the agency to support campaign communication and evaluation.
Photo credits Carlton United Breweries and 3 Degrees Marketing
The Long Run launch brought together regional storytelling, product innovation, and immersive brand experience—introducing Great Northern’s premium lager to a new audience while staying rooted in the brand’s outback DNA.
From Longreach to Brisbane, the events fostered strong engagement with both local communities and urban patrons. The outback activation created a memorable sense of place through connection to land, culture, and hospitality, while the Brisbane pop-up introduced the product in a more fast-paced, social setting.
The creative contributions helped reinforce the brand’s authenticity across every touchpoint—from mural art and environmental graphics to press materials and post-launch storytelling. Each output supported a consistent, grounded brand message that resonated with Long Run’s launch audiences.
While my role focused on select creative outputs, it was rewarding to see how each detail played a part in the greater story being told: one grounded in the values of resilience, connection, and regional pride.
Personal
reflection
This project was a reminder that meaningful creative work doesn’t always arrive in large, defined briefs. Being part of a campaign that celebrated place, culture, and community—even in small but considered ways—was a quiet professional reward.
It was also a deeply hands-on experience. Piecing together the mural artwork from diverse regional elements was one of the most thrilling creative challenges I've tackled—particularly knowing it would be painted to scale in the heart of Longreach. It also marked an early foray into integrating AI to assist with layout and visual experimentation, significantly accelerating what would otherwise have been a highly manual process.
The pop-up design presented an exciting challenge. I hadn’t used a 3D modelling program in some time, but under a tight deadline I taught myself enough to model and visualise the core concept of the space—bringing the activation to life. A small personal milestone—and a reminder that creative confidence and curiosity are a powerful combination.
Working with the agency team was a pleasure. Clear communication, trust in the process, and a shared appreciation for detail made the experience not only smooth but energising.