VisID Design System

Miller Lite has a wide range of sponsorships across sports, music, and culture. The challenge was to develop a creative system that could authentically show up in these different spaces while still feeling distinctly Miller Lite — simple, flexible, and instantly recognizable.

Fans don’t want generic sponsor messages. They want brands to engage in ways that reflect their passions while staying true to the brand’s DNA. For Miller Lite, that meant a visual language as adaptable as its sponsorship portfolio, but consistent enough to build equity.

We created “VisID,” a visual identity system that could flex across every sponsorship touchpoint. Designed to be simple, elegant, and highly adaptable, the construct allowed Miller Lite to seamlessly integrate into diverse passion points while keeping the brand unmistakably its own.

• Provided a unifying creative system across sports, music, and cultural sponsorships

• Established an ownable, scalable visual identity still in use since 2018

• Helped Miller Lite authentically connect to fan communities without diluting brand equity