Gallo Cumulation Project
Task
Create a brand product for Gallo, such as wine, spirits, or RTD. I decided to develop a spirits brand from conception to presentation.
Research
I started by brainstorming, researching, and sketching ideas for a spirits brand product. My research involved discovering the origins of whisky, tasting notes, lot size, barrel selection, regions, price points, persona, name selection, logo selection, and bottle selection.
Brainstorming
As part of my brainstorming process, I considered the appearance and customer experience of my brand. I envisioned a whisky that would convey an industrial, paper-factory vibe. I aimed to incorporate the texture of paper, a tasting note wheel, and an ink cartridge bar for a pop of color. I then moved on to typography. Font selection and layout were an important part of bringing this spirits brand to life!
The Details
The Bar Spoon Brand exudes an industrial vibe, with a logo that reflects its American whisky heritage. The design remains faithful to traditional whisky aesthetics, while the font allows for creative expression with serif, stamp, and signature details.
Gallo Brief Book & Concept
Ask
I worked as a creative manager for a photoshoot, where I developed images and creative content for multiple wine brands.
Task
I collaborated with a photography and creative team to develop new image assets for social media content. I began by researching each brand and developing concepts for the photoshoot. Then, I worked on sketching storyboards and creating mood boards. This allowed me to envision the look and feel of the layouts while staying consistent with the brand image.
From there, photography was used to bring the brief to life. I had a budget for food and access to an existing prop room.
Result
This is a detailed presentation of the photo shoot, which includes concepts, plate shots, and new social media content for each brand.
BLAKER BREWING
Pink Boots
Project
Create a craft beer label for the annual Pink Boots Society launch.
Task
The label must contain branding, the Pink Boots logo, can design, description, and layout. I worked with the team to determine the best color, foil placement, and ingredient description.
Result
A No Man's Land can label has been redesigned with Pink Boots brand color and graphics. Blue signature footprints have been added to the lower half of the label, along with a pink gradient for the background.
The Pink Boots campaign consisted of social media marketing, content creation for the Blaker Brewing newsletter, and a digital ticket mock-up for the event.
STARBUCKS COFFEE
Project
I decided on a whim to enter a contest to design the very first reusable cup for the Starbucks College Achievement Plan (SCAP). I have been working for Starbucks for 19 years and I am deeply rooted in their brand identity, culture, and values. This exciting design competition involved hundreds of participants across the Starbucks partner community.
I received a plain cup layout along with the Starbucks/ASU information to be placed on the cup and the competition rules. I immediately started working on it! I had a clear image in mind of what I wanted to create: a Starbucks Siren underwater and attending class. In just 20 minutes, I sketched this design in Adobe Illustrator, played with colors and paintbrush styles, placed the required information (#tobeincollege) on the cup and there it was, my design was ready!
Result
I won! The excitement I felt was unbelievable! I got the chance to have my story shared with over 11,000 Starbucks partners, and it was such a success that the SCAP marketing department decided to include Starbucks alumni, which had never been done before. I also had the opportunity to speak to the department heads at ASU and SCAP and share my journey with Starbucks, as well as make recommendations for how we can create excitement about this program within the Starbucks stores.
The following summer, I was contacted and informed that my design would be used for tech stickers for SCAP students!
This opportunity was the spark that motivated me to continue pursuing my passion for graphic design.
BLAKER BREWING
Apparel Designs
Here are some apparel design projects I worked on for Blaker Brewing. The designs were inspired by a laid-back coastal and farmland feel, consistent with Blaker's branding and taglines. I incorporated new colors and created a new line of cropped hoodies, beanies, t-shirts, and sweatshirts. These designs helped increase taproom sales and brand awareness.
