Wolf Hound, a New York-brewed Irish-style nitro beer, came to Thought Matter looking for a campaign that could help secure coveted tap placements in New York City's pubs ahead of St. Patrick's Day. We saw an opportunity to build something far more enduring: a brand capable of earning its place in one of beer's most competitive categories while championing a new generation of New York's pub culture.

I led strategy and copywriting, grounding the brand in the lasting influence of Irish immigrants who helped shape New York's infrastructure, neighborhoods, and culture. That context became the foundation for an identity that balanced heritage with contemporary confidence. 

I wrote the brand manifesto, packaging copy, strategy and copy for the launch event at Penn Station, and the tagline, "Settle Into Something Better," a playful challenge to Guinness's "Good Things Come to Those Who Wait." The line celebrates the signature nitro cascade while inviting people to slow down, gather together, and rediscover the rituals that make pubs the right places to “Gather a Round.”

Since launch, Wolf Hound has expanded from respected New York pubs to retail shelves, including Whole Foods, demonstrating how strategically grounded storytelling can create both cultural relevance and commercial momentum.