Created for Pittsburgh Brewing, “I2K” was designed as an umbrella common mark for four beers positioned as “last chance alternatives to the end of the world – the new millennium.” If the clever sense of urgency doesn’t create a compelling reason to drink your favorite brew, perhaps the celebrity actor hired to appear in these original pitch ads did. Fun design tip: Your brand identify should be proportionately as creative as your product or service is fun. In this case, an hourglass full of lager. ‘Nuff said.