Each brand had its own set of design standards, which I worked to preserve while pushing the boundaries to attract new demographics. From high-end wines to playful accessible spirits, the key was in balancing the luxury perception with an approachable and fun twist. This helped the brands appeal to both traditional consumers and newer, more adventurous audiences.

POS amplification with limited resources and no extra budget or time for retailer amplification, I focused on maximizing existing assets to produce impactful, original creative. Working under tight deadlines meant designing with a sense of urgency but still maintaining quality and consistency. Every piece had to work hard—whether it was a simple shelf talker, window display, or digital asset—to capture attention and drive both awareness and sales.

With quick-turnaround creative, leveraging existing imagery, logos, and brand guidelines, I produced a variety of marketing tools that could easily be adapted for different retail environments. The focus was on making a visual splash, whether through elegant wine labels, bold spirit signage, or playful point-of-sale materials. My approach was iterative, with a focus on delivering fast, effective campaigns that could be deployed across a variety of touchpoints, both in and outside liquor stores.