In the fall of 2023, UWM collaborated with Pilot Project Brewing and partners to release Panther Pale Ale, a new product available at UWM home games and in retailers throughout Milwaukee. A major factor that sets the beverage apart from other ales on the market is the vivid artwork featured on every can.
For that, Pilot Project connected with Associate Professor and Co-Area Head of Design & Visual Communication, Robert Grame. He offered the project as an optional challenge to students in his packaging design course.
The result is a striking design by Gisselle Dominguez, a senior design and visual communication student from Waukesha. She found inspiration for her design from the word she uses to sum up what Milwaukee and UWM mean to her: community.
“I wanted to create a design that resonated with UWM students and alumni by incorporating the colors and patterns that reflect the university’s dynamism, community and inclusive spirit.”
Dominguez noted that an inclusive environment and sense of community are important to her as a first-generation college student.
“The design is a celebration of the shared experiences that I have come across with classmates, students, and my city, which has fueled my creativity and given me amazing opportunities. I am sure others feel the same across their time attending UWM,” Dominguez said.
The creative process became collaborative, with DVC students working together to discuss potential concepts and drawings. Dominguez credits the support she receives from faculty as a motivator to create the artwork and submit it to the chancellor, who made the final decision.
In total, the Chancellor reviewed 14 design options submitted by seven students.
The selected design made its debut when Panther Pale Ale officially launched at UWM’s Dec. 13 men’s basketball home game. Dominguez attended and described the event as a surreal, full-circle moment.
“Everything felt out of this world… it reminded me what UWM is all about.”
Panther Pale Ale is an officially licensed product developed in a partnership among Pilot Project Brewing, Craft Beverage Warehouse, Milwaukee Athletics, the Collegiate Licensing Company, and Peck School of the Arts. It is now available at Pilot Project, Panther Arena, and in participating bars, restaurants, and liquor stores across the area, according to the UWM Report.
Gisselle Dominguez remains active in the art and design world and can be found on her website and Instagram.
Story by Jason McCullum ’25