Craft on Draft


  • CLIENT: GrubStreet Novel Incubator Alumni
  • TYPE: Web Design, Branding + Identity
  • DATE: March 2014


Craft on Draft is an emerging and popular Boston reading series established by GrubStreet’s Novel Incubator Alumni devoted to great fiction and the mechanics behind it. Twice a year, three featured authors read and discuss their work, grab drinks, and share writing with event participants.

Using just the foundational concepts of drinking, writing, and the Boston writer community, the team approached the project with a desire to create a bold, sassy, and sophisticated Craft on Draft brand and website to showcase their event info, author profiles, and overall group personality. The series’ center splash showcasing the brand’s name and logo was designed as both an homage to classic alcohol (‘craft’) labels as well as the spirit of writing/revision within the grunge and vintage flair effects (‘draft’).


  • Modern, bold, and minimalist design
  • Fully-responsive and retina display-ready structure and elements
  • Custom hero spreads and page features
  • Google Analytics monitoring and reporting dashboard
  • Domain, hosting, backups, and security purchasing and configuration management
  • SEO and cache-optimized
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