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Tropical Fresh IPA

The brand management team identified an opportunity to acquire a larger share of the IPA market. I was called in to lead the art direction and production design of the project to completion from packaging, point-of-sale, and key visuals. While meeting objectives outlined to me by management, I was able to lead by example and coordinate the production of a whole suite of graphics, from packaging to point-of-sale advertisement. Our launch was a success and my company was able to increase its liquid output, and gain distributor adoption thanks to a professional presentation on all fronts.

Coordinating with a team

This product launch had a lot of moving parts. We had a contracted illustrator for the key visual, myself and a design assistant helping with point of sale materials. After directing the art style of our illustration and acquiring the final asset, I set the tone for POS materials. After providing a simple kit of graphics, our team was able to hit the ground running on collateral production.

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