GO BREWING - CASE STUDY
Bringing a Brewery Brand to Life Through Integrated Art: Murals, Taproom & Corporate Office Interiors, Brand-Centric Design, & Nationwide Brand Activations
Headlamp Creative Group’s relationship with GO Brewing evolved from an initial taproom mural into a multi-year creative partnership spanning interiors, brand expression, community activation, product collaboration, and national exposure. Across each engagement, HCG translated GO Brewing’s identity through original, graffiti-influenced artwork—creating a consistent visual language that could live on walls, in the community, on products, and across campaign media.
WHAT WE SET OUT TO ACHIEVE
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Bring the brand into the physical environment through original mural artwork in GO Brewing’s taproom and brand-centric, graffiti-inspired murals throughout its corporate office.
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Create an authentic community experience through an interactive graffiti activation following the Bank of America Chicago Half Marathon, giving guests an opportunity to participate in live painting.
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Connect art with community impact through a raffle of original Eric Harold, Founder of Headlamp Creative Group & Chicago Artist, artwork benefiting the Institute for Nonviolence Chicago.
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Extend the collaboration onto the product itself with original artwork featured on two GO Brewing cans, including an artist-feature collaboration bearing Eric Harold’s name.
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Carry the artwork into a larger campaign through photography and creative assets featured across billboards, cooler wraps, packaging, and other brand touchpoints alongside nationally distributed product.
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Create moments worth talking about as the broader GO Brewing campaign and collaborations generated local television and news exposure, extending visibility beyond the taproom and into the wider market.
What started on a wall grew into a creative partnership spanning space, community, product, media, and national brand exposure.
DEVELOPER PERSPECTIVE
"Eric is the man! He;s one of the most talented artists who is professional and is very great to work with. He has no ego and will collaborate on projects in real-time adjusting and touching things up as needed. He's done 4-5 projects with me and I wouldn't think of using anyone else."
-Joe Chura, Founder of GO Brewing, Naperville, IL
01 - Bringing the Brand into the Taproom
The partnership began with GO Brewing’s taproom—translating the emerging brand into a physical environment customers could experience firsthand.
HCG developed original, graffiti-influenced mural artwork designed specifically for the space, combining GO Brewing’s visual identity with an expressive, street-art-driven approach. The goal was to create more than decoration: the artwork needed to feel native to the brand, add energy to the environment, and give the taproom a recognizable visual identity of its own.
The first project established a creative language that would eventually extend far beyond the walls of the taproom.
Eric Harold, Artist / Founder of Headlamp Creative Group projecting at Go Brewing Taproom, Naperville, IL
Eric Harold, Artist / Founder of Headlamp Creative Group on-site at Go Brewing Taproom, Naperville, IL
GO Brewing Taproom, Naperville, IL mural painted interior by Headlamp Creative Group.
02 - Taking the Brand into the Corporate Office
Following the taproom, HCG expanded GO Brewing’s visual identity into its corporate office—creating original, brand-centric murals designed specifically for the working environment.
The artwork combined GO Brewing’s established identity with HCG’s graffiti and street-art influences, bringing energy, personality, and culture into a space that could otherwise feel traditionally corporate. Each piece was developed to feel connected to the brand while still standing on its own as original artwork.
The result was a workplace that felt unmistakably GO Brewing—extending the brand experience from the customer-facing taproom to the environment its team experiences every day.
GO Brewing Corporate office graffiti portrait mural painted by Eric Harold, Headlamp Creative Group, Naperville, IL.
03 - Community Art Activation
The partnership moved beyond physical spaces and into the community through an interactive graffiti activation following the Bank of America Chicago Half Marathon.
HCG created a participatory live-art experience inviting guests to pick up a spray can and leave positive messages and affirmations for the city of Chicago—transforming the artwork into a collective expression created by the community itself.
The activation also included a raffle of original Eric Harold canvas artwork, with proceeds benefiting the Institute for Nonviolence Chicago.
The result brought together brand, art, community, and social impact—giving people an opportunity to contribute their own voice while creating a memorable shared experience.
Brand Activation event with GO Brewing, Headlamp Creative Group and Institute for Non-Violence Chicago at the Bank of America Chicago Half Marathon.
Participants at the Brand Activation event with GO Brewing, Headlamp Creative Group and Institute for Non-Violence Chicago at the Bank of America Chicago Half Marathon.
Participants painting at the Brand Activation event with GO Brewing, Headlamp Creative Group and Institute for Non-Violence Chicago at the Bank of America Chicago Half Marathon.
Participant runners posing at the Brand Activation event with GO Brewing, Headlamp Creative Group and Institute for Non-Violence Chicago at the Bank of America Chicago Half Marathon.
04 - From Walls & Community to Product
The collaboration came full circle when GO Brewing brought two HCG artworks off the wall and onto nationally distributed cans.
Artwork originally created by Eric Harold for the GO Brewing taproom became the foundation for one can design, featuring Eric’s name as part of the artist collaboration. A second can featured artwork born from the community activation—carrying the positive messages and affirmations created for the city of Chicago into the product itself.
The cans transformed two very different creative moments—one rooted in place, the other in community—into tangible pieces of the GO Brewing brand.
Chicago Artist Eric Harold featured on GO Brewing product can.
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Brand Photoshoot Chicago Artist Eric Harold featured on GO Brewing product can.
05 - From Product to National Exposure
The collaboration extended beyond the cans into a broader campaign, carrying HCG’s artwork from physical spaces and community experiences into consumer-facing brand media.
A supporting photo shoot featuring Eric Harold and the artist collaboration produced imagery used across billboards, cooler wraps, packaging, retail displays, and campaign creative, while the GO Brewing products featuring the artwork reached consumers through national distribution.
The campaign also generated local television and news coverage, creating another layer of visibility around the collaboration and the stories behind the artwork.
What began as a mural inside a taproom ultimately traveled across spaces, community, product, retail, media, and markets nationwide.
One Idea - Every Touch Point
The GO Brewing model demonstrates how HCG approaches brand collaboration: not as a single deliverable, but as an opportunity to build a creative language that can grow.
A mural can become a product. A product can become a campaign. An activation can create community participation. Original artwork can move from a physical environment into packaging, retail, media, and culture.
HCG can lead the creative or integrate with an existing brand, agency, or production team—building the pieces that make the larger experience more original, human, and memorable.
Bring us a wall, a product, a campaign, or just an idea. Let’s see how far we can take it.
A Message to Brands
We’re not looking for another place to put a logo. We’re looking for opportunities to create something people haven’t experienced before.
HCG partners with brands to turn spaces, products, campaigns, events, and cultural moments into one-of-one creative experiences. Sometimes that starts with a wall. Sometimes it starts with a product, an audience, or simply an idea worth exploring.
We can lead the creative, collaborate with your agency, or become an extension of your existing team.
Bring us the opportunity. We’ll help create the moment people remember.
Why Developers & Hospitality Brands Partner with Headlamp Creative Group
Headlamp Creative Group is a Chicago-based experiential design studio partnering with developers, hospitality brands, STR operators, and real estate teams to create one-of-one, art-forward environments designed to become destinations.
Rather than treating interiors, art, and amenities as separate layers, HCG approaches the entire environment as one experience. We integrate interior design, spatial planning, custom fabrication, carpentry, murals, lighting, materials, and interactive amenities into a cohesive creative vision.
From individual destination properties to multi-location portfolios, we help clients create spaces that differentiate themselves, photograph beautifully, engage guests, and leave a lasting impression.
What Sets Headlamp Apart
Coherence from Conception
Every element is considered as part of the same experience—from architecture and interiors to art, amenities, lighting, materials, and guest interaction.
One-of-One Creative Direction
We don't build from a formula. Each environment is developed around the property, audience, brand, and opportunity to create something distinctly its own.
Design + Physical Execution
HCG bridges the gap between concept and reality, combining visualization and creative direction with fabrication, carpentry, murals, installations, and hands-on execution.
Built for Hospitality & Destination Properties
We understand that memorable spaces need to do more than look good. They need to create experiences guests want to photograph, share, revisit, and talk about.
Developer & Trade Collaboration
We work alongside owners, architects, contractors, designers, and trades—adapting our role to the project and integrating creative execution into the larger build.
Visualization Before Execution
Premium digital mockups, spatial concepts, material direction, and scaled planning provide clarity before ideas move into physical production.
Chicago-Based. Nationwide.
HCG executes projects throughout the Midwest and across the country, bringing the same creative vision and hands-on approach wherever the project takes us.
PROUDLY RECOGNIZED
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