Glenmorangie has a legacy of respecting their heritage, yet starting new traditions, and have pushed the entire industry forward in the process. Fever-Tree is the #1 Global leader in premium mixers & the #1 in the U.S. This Fever Tree x Glenmorangie partnership breaks the common misconception that scotch is a cold-weather drink. Fever Tree’s new Smoky Ginger Ale and Spiced Orange Ginger Ale are the perfect compliments to Glenmorangie, creating refreshing, easy-to-make cocktails. We were challenged to create a key visual that reflected that, while finding the common ground aesthetically for both brands.
This integrated activation plan brings to life Glenmorangie and the Fever Tree cocktail strategy to drive conversion in-store and online through an in-store display concept (small and large footprint). This program has been extended for on-premise to inspire, educate and engage the bartender community.
Client: LVMH, Fever Tree
Industry: Spirits
Responsibilities: Design, Concept, Copy, Display Concepts
Stoli and Universal Pictures partnered in brainstorming activation and creative ideas for a 360º campaign, spanning tons of impressions in TV, print, out of home, digital and social media, experiential events, and off premise retail execution with tons of media and national account activations. A marketing partnership was developed to promote Universal’s Atomic Blonde leverage Stoli Vodka’s in-film placement. Stoli has 8 placements in the film and 2 verbal mentions as Stoli on Ice is the drink of choice for Agent Broughton, a bold, edgy and original character. This was the first time ever Universal has approved a co-branded key visual. The key visual was conceptualized with the creative team at InnerWorkings. The timing of the film’s release was to drive consumer engagement and to promote sales.
Concepts include: Consumer sweepstakes, 6 case (small), 12 case (medium) and 25 case (large) displays, small and large window displays
Client: Stoli® Group & Universal
Industry: Spirits, Film
Responsibilities: Design, Concept, Copy, Semi-perm display
1:00pm in the country side of Tuscany, Italy. A field of flowers. Fresh washed linen. A picnic with a side of the mellow afternoon sun.
We were challenged to create a warm, on-brand key visual for the brand’s best selling power period. Inspired by Cavicchioli’s Italian heritage and vibrant floral assets, we created a key visual that feels warm, familiar and approachable. The peach garnish in the glass is the icing on the cake.
A full POS suite was delivered. This key art was shared with our cross-functional teams and applied to digital and social platforms.
Client: Cavicchioli 1928
Industry: Spirits
Responsible for: Concept, Design, Copy
The Brief:
We were challenged to create key art that would appeal to our target audience of college kids going back to school. Inspired by the iconic solo cup, the brand’s vibrant colors and the end of summer season it was going to be presented in, we delivered an iconic key visual with supporting POS.
The Execution:
The “party in a cup” concept was a total hit. Our “Work hard play harder” headline speaks directly to the college audience. The CTA is branded directly onto the cup. The visual is grounded by a black bar that acts as a vehicle to hold both the bottles and the logo. Additionally, we were able to customize the color palette of the key art to adapt to the Universities.
We were challenged with refreshing the Stoli Crushed bottles. The brand reaches a younger consumer base than Stoli’s. Crushed is like the younger, fearless, music-festival-going sibling. The bottle was originally designed in Latvia, Europe. With its refined line work and scalloped edges, the bottle had a vintage, craft-feel that did not fit the mold of it’s vibrant, younger consumer base.
Our first instinct was to update that copper bottle cap to a matte black. Instantly it made our neon-like liquid in the bottle pop. We experimented with keeping the existing fruit illustration vs trying something new. We explored the hierarchy of the logo, flavor name, and taglines.
Summer is in full swing when there are hundreds of pool party invitations and a never-ending smell of BBQ smoke in the air. There seems to be a music festival every weekend and miles of beaches to explore. With all these summer staple activities to choose from make sure you choose THE original, and put a new spin on the summer classics with Stoli®
Our team collectively developed multiple concepts and I was the lead Art Director in executing the following key visuals for Stoli’s summer 2017 campaign.
Glenfiddich® is the world’s most awarded single malt & has been marking milestones occasions for 5 generations. We were challenged with repositioning the brand to appeal to millennials. The positioning of this key art broke the mold from the way Scotch Whisky is typically represented. This category of spirits generally appeals to older men. It was imperative that we disrupt that expectation for the brand to engage the younger, millennial consumer. It was critical to present the brand in a way that would both surprise and broaden our consumer base.
A clear and memorable creative establishes this Glenfiddich® milestones series as the spirit-of-choice for millennial consumers looking to mark life’s milestone moments.
Celebrate the moment, mark the Memory.
The milestones explored include Father’s Day, the birth of a child, graduations, weddings. This program includes a semi-permanent display, co-merchandising Glenfiddich® 18 small-batch reserve & Glenfiddich® 21. This tower-like display is made of white MDF and screen printed graphics. Includes a top shelf tray, which houses the value-added gift cards with envelopes, made of premium quality paper embellished with hot foil stamping and embossing. The left side of the display is a branded acrylic case, glorifying the two Glenfiddich® bottles. The final key art is shown on the display. It is bright, fresh and direct.
Client: Glenfiddich
Industry: Spirits
Responsibilities: Design, Concept, Copy, Semi-perm display
This 360° campaign for Bulldog Gin includes off and on-premises tools, a bartender kit, a window display for off-trade retail and a bottle service concept for nightlife ritual. The look and feel establish Bulldog as Tom Ford of Gin. The inspiring line, “Be daring, Be darling” is relevant to multi-multi-faceted millennials. Introducing a Mascot plays off of the Bulldog name and humanizes the brand with a personality that the audience can relate to. Custom, illustrated icons are included to further communicate the unique layering of flavor that Bulldog Gin is comprised of. We tag this approach with #RunWithWinston.
Client: Campari Group
Industry: Spirits
Responsibilities: Design, Ideation, Illustration
Art Direction for Leqembi.
LEQEMBI is a prescription medicine used to treat people with Alzheimer's disease.
Client: Frederick Wildman & Sons
Industry: Spirits
Responsible for: Concept, Design, Copy, Ideation
What are the key insights that that drive this brief? (ex: existing barriers, opportunities or trends)
Our consumer craves escapism through connection, and to be part of something bigger than themselves,
but they are living in an increasingly disconnected world
What constraints need to be considered? What are the mandatories? (ex: budgets, quantities, timelines)
Budget is low, all materials need to be sustainable while hitting on the three different serves & when to drink them.
•WOW display to not exceed $300 per unit
•FSU to not exceed $200 per unit
What has been done in the past? Did it work? Why?
To date most display programming has been less focused on the brand, and more focused on mechanical programming (i.e. partnerships, sweepstakes, etc.). Though successful, we need to educate consumers on our brand story, value proposition, and usage occasions to engage shoppers and retailers, driving purchase and stocking/programming. In order to win with the consumer, we need to lead with brand comms, and include a strong CTA/mechanic second.
Getting rum shoppers to choose Mount Gay Rum for their casual get-together occasions by communicating our differentiated positioning and credentials via our hero serves.
Stoli was adding a new Cucumber Flavored Vodka to their already extensive portfolio of flavors. Our goal was new customer acquisition. This was a very unique, fresh flavor, catering to healthier trends. We were therefore given free rein to come up with a key visual that was unique and different from the rest of the Stoli portfolio branding.
We took inspiration from apothecary bottles, vintage labels, and hand-drawn fruits. Our headline speaks directly to the Cucumber flavor. We kept elements of Stoli’s exiting key visual elements for consistency. The end result was a refreshing launch into a new flavor category. We delivered a key visual, a sell sheet, a hitchhiker, window displays, and other supporting branded merchandise.
Client: Stoli Group
Industry: Spirits
Responsible for: Key Art, Concept, Design, Copy, Illustration, Photo Comp
Role: Senior Art Director @ INWK
Responsible for: Design, Concept, Copy
Sagamore Spirit Rye has the biggest distillery in Maryland and is backed by Kevin Plank, the billionaire owner of Under Armour. These display concepts evoke the Sagamore Spirit and are designed for both small and large footprints. They Posses show stopping power that can live across multiple power periods while introducing the consumer to the tradition and back story of this emerging brand. Each of these units aims to grab the attention of the consumer while establishing a storyline through the visual build out and tech elements.
The Still: The tradition of distilling Whiskey revolves around one key element, the Still. To evoke a first class experience, the triple distilled rye whiskey is glorified by the royal characteristics of the still used at SAGAMORE farms. Copper, wood and metal elements are combined to create a rustic meets royal feel, while remaining true to the roots and heritage of the Baltimore Harbor. SAGAMORE Rye Whiskey is an ageless spirit, for those who enjoy bold taste, and a lasting history.
Barrels: The first time SAGAMORE Rye Whiskey is distilled is not in the distillery. It’s underground, where the atmosphere condenses and seeps into the soil, collects under the water bed and is sourced by the experts. The same water that breeds champions travels through acres of rich landscape to evolve into the golden liquid it is today. SAGAMORE Rye Whiskey should take people through the expanse of that distance and expedition, with every sip.
Horse Jump: Horse jumping is all about determination, the will to overcome hurdles, and while doing so, looking as fluid and effortless as ever. If the brand aligns itself to the sport, it showcases both grit and grace, the yin and yang, the aging process but the immediate taste satisfaction. SAGAMORE Rye Whiskey leaps well beyond expectation and finishes strong.
Role: Senior Art Director @ INWK
Responsible for: Design, Concept
Creative Directors: Deb Flores and Phil Williams
Evan Williams is the second largest selling brand of Kentucky Straight Bourbon Whiskey in the U.S. We were challenged with creating a modular display that could lend itself to expansion while leaving a memorable impression inspired by the holidays.
We came up with a traditional train like the ones we’ve seen growing up around the Christmas tree. The experience is both grand and nostalgic. The entire Evan Williams extension can easily be accommodated into a larger, show-stopping display by adding shipper cases to the back. A pole topper variation was offered to retail stores with a smaller footprint. The effect is cost-efficient by using corrugated cardboard, but grand in the illusion of the design. This modular display was used across the country to drive holiday business. The program was soo successful, that Heaven Hill decided to repeat the same display the following year.
Client: Heaven Hill
Industry: Spirits
Responsible for: Display
This gift VAP is designed around an hourglass value add. The first concept sits great on any shelf, looking like a timeless book at first. A series can easily be expanded to accommodate the rest of Gibson’s whisky family. This concept was the recipient of a Hermes Creative Award for 2017 Platinum. These concepts below that explore the use of other premium mediums such as wood and metal.
Client: William Grant & Sons
Industry: Spirits
Responsible for: Packaging
Deep Eddy Vodka is one of the fastest-growing brands in the distilled spirits industry, since its introduction in 2010. We were challenged to create a display that was engaging and unique to the brand.
We explored both large and small footprint options. The first concept is inspired by a vintage VW camp bus, lending itself to Deep Eddy’s old school pin-up visual. This option can easily accommodate the brand's evolving family of flavors. The modular build adjusts for any footprint.
The second concept is also inspired by the brand's visual. The girl on the diving board triggers an instant pool mood. A giant wave becomes a beacon in any store. Bottles sit within the pool stairs. A floor decal that looks like the bottom of a pool keeps all the elements together. We presented a smaller version of that concept as well. Our last concept were stacked retro TV’s.
Client: Heaven Hill
Industry: Spirits
Responsibilities: Design, Displays
Evergreen display concepts for Partida Tequila
Agency: INWK
Responsible for: Design, Concept
Creative Directors: Phil Williams
Pepsi was introducing a new premium water that is much more than just water. Driven by purpose, life water is a platform for creativity and inspiration. They give voice to emerging artists, and drive new ideas and innovation. Embrace the culturally curious and champion forward thinkers, collaborators and connectors. They want to spark curiosity and start conversations from the moment they pick up their bottle. The world is our canvas – we know no boundaries.
This product-focused mailer press kit is a mailer for long lead magazines, short lead/online media and influencers. Lifewtr seeks to inspire the consumer by encouraging discovery, giving social currency, transforming the ordinary into inspiring and provide a tool for self-expression, and these mailer press kits cater to that goal.
Client: PepsiCo
Industry: Beverage
Responsible for: Packaging
Agency: INWK
Responsible for: Ideation, Design
Creative Directors: Phil Williams
Role: Senior Art Director @ INWK
Responsible for: Design
Creative Directors: Phil Williams
Packaging concepts for Bacardi pulling inspiration for the brand and its background.
The first packaging is inspired by the popular game of dominoes in the Caribbean. The ivory and black palette lends this VAP to a timeless look. The second is inspired by the elements of a cigar box and a cigar lounge. The effect is luxe, slightly vintage, and decadent.
Client: Bacardi
Industry: Spirits
Responsible for: Packaging
Agency: INWK
Client: Frederick Wildman & Sons
Responsible for: Packaging, key visual, copy
Essentia is the first ionized alkaline bottled water offered in the U.S. Essentia’s philosophy is that a better you starts with a better water. These display concepts focus on travel and the travel experience for the New year of 2019. The headline, “Your next adventure, just add water” embodies the “overachiever” millennial on-the-go for a hike or destination abroad. Concepts vary from a “staycation” theme, which focuses on local destinations to international travel. The large displays holds 70+ cases and the smaller displays hold 20-60 cases. The added dealer loaders further help drive the in-store retail experience around travel to engage the millennial “overachiever” premium bottled water shopper and drive them to purchase Essentia. All displays are designed with easy to assembly in mind.
Client: Essentia Water
Industry: Beverage
Responsibilities: Design, Ideation, Illustration
This Fever Tree and Glenlivet partnership includes key visual concepts that opens up single malt category to a new generation of consumers, while maintaining aspiration and premium appeal with current drinkers. Through the partnership, the goal is to educate the consumer on the versatility of the Glenlivet highball throughout the seasons, as the go-to cocktail that’s light and fresh. In store display concepts can accommodate both small and large footprints.
Client: Pernod Ricard
Agency: INWK
Responsible for: Display Concepts, Design, Copy, Key Art
We have been asked to present a Benchmark bourbon gift box for the Japanese market. The budget was tight at no more than $.50 per box.
Having in mind it’s specifically for the Japanese market, we refrained from using the color Black- it is inauspicious in Japan and Asia, especially when it comes to gifting.
We leaned in towards using natural colors (tan/kraft), wood-like colors. We were able to create some depth and illusion with the brand’s number 8. Through were were limited to using corrugated cardboard because of budget constraints, were were still able to create the effect other materials such as concrete and birch wood.
Agency: INWK
Client: Sazerac
Client: StoliR Group
Industry: Spirits
Responsibilities: Packaging
Role: Senior Art Director @ INWK
Responsible for: Design
Creative Directors: Phil Williams
Client: Heaven Hill
Agency: INWK
Responsible for: Display Concepts
Chanielle’s mission is to provide Mommies with top-quality infant items combined with superior customer service. Owners guarantee that customers’ babies will never use or wear anything that their own children would not. The company is founded on the concept of Moms selling to Moms, and they commit themselves to seek the highest quality, yet fashionable items available today.
This brand guide included print collateral and packaging with custom illustrations for the brand’s first product. The yellow and green brand colors are vibrant, soft, and appeal to both genders. The founder’s favorite animal was a sheep, and we were able to naturally incorporate it as a mascot.
Client: Chanielle Baby Essentials
Industry: Apparel
Responsibilities: Creative Direction, Logo Design, Photo compositing, Illustration, Ideation, Brand Guide
Car and Driver is known for its expert editorial team that is highly regarded by car enthusiasts and automotive manufacturers for their integrity, engineering backgrounds, and high standards. The magazine is published monthly by Hearst Magazines, boasting the largest audience of any monthly automotive magazine. This line of accessories is designed under the trusted Car and Driver brand, ideal for everyone on-the-go to stay connected. that Retailers include: Best Buy and Bed, Bath & Beyond.
Role: Senior Designer/ Project Manager @ Summit CE Group
Responsible for: Design, Photo retouching
These designs resonate with future-forward consumers and their lifestyle needs, in the booming genre of personal transportation.. Retailers include: Walmart and Target.
Role: Creative Director @ Jeston Electric
Responsible for: Creative Direction, Design, Copy, Product Photography and retouching, logo design, iconography, photo compositing
A market leader for over 30 years, COBY® was founded in 1991 and quickly became known for innovative electronics that give consumers the premium features they’re looking for at affordable prices. The strong value proposition behind the name has paid off in the form of international distribution for its products. As a globally recognized brand registered in over 50 countries, COBY offers the possibility of ubiquitous extensions to a variety of industries, and is currently best known for creating audio and visual products and accessories that deliver a quality entertainment experience. Retailers include: Walmart, Target, CVS, Walgreens, Five Below.
Role: Creative Director @ Summit CE Group
Responsible for: Creative Direction, Design, Copy, Product Photography and retouching
These designs resonate with future-forward consumers and their lifestyle needs, in the booming genre of personal transportation.. Retailers include: Walmart and Target.
Role: Lead Senior Designer/ Acting Creative Director @ Jeston Electric
Responsible for: Creative Direction, Design, Copy, Product Photography and retouching, logo design, iconography, photo compositing
These designs resonate with future-forward consumers and their lifestyle needs, in the booming genre of personal transportation.. Retailers include: Walmart and Target.
Role: Lead Senior Designer/ Acting Creative Director @ Jeston Electric
Responsible for: Creative Direction, Design, Copy, Product Photography and retouching, logo design, iconography, photo compositing
