In the Art 329 Package Design - Branding & Retail Experience course, there was an optional in-class design challenge. Students initially collaborated to pitch ideas for a limited edition Panther Pale Ale. The design goals were to create an innovative and inspiring design that represented the qualities of the city and stood out in a cluttered retail environment. After pitching and creating nearly eight versions of my design ideas, my design was selected by UWM’s chancellor for the Milwaukee Athletics collaboration with Pilot Project and Craft Beverage Warehouse. This design was then licensed, printed, and distributed citywide. I am the first designer to participate in this project for UW-Milwaukee. Proceeds are intended to benefit the University, Athletics, Peck School of the Arts, and Pilot Project Brewing.