The Situation
Cooper's Hawk Winery & Restaurants had grown into a nationally recognized brand, built around a unique combination of wine, food, and hospitality. As the company continued to evolve, there was an opportunity to elevate its creative expression and bring greater consistency, sophistication, and storytelling across every consumer touchpoint.
The Ask
Lead the company's creative vision, elevate the quality of the work, and help shape how Cooper's Hawk shows up across its restaurants, winery, digital channels, and marketing campaigns.
The Answer
As VP of Creative, I led a multidisciplinary creative team responsible for bringing the brand to life across advertising, design, digital, social, photography, video, and in-restaurant experiences.
The work ranged from developing seasonal campaigns and evolving the brand's visual language to collaborating with the company's Master Sommelier on wine naming and label creative direction.
It was about more than producing creative. It was about bringing stronger ideas, better storytelling, and a more cohesive point of view to a brand with a lot of moving parts.
The work ranged from developing seasonal campaigns and evolving the brand's visual language to collaborating with the company's Master Sommelier on wine naming and label creative direction.
It was about more than producing creative. It was about bringing stronger ideas, better storytelling, and a more cohesive point of view to a brand with a lot of moving parts.
The Results
Helped elevate the creative quality and consistency of the brand across multiple channels.
Led the development of integrated seasonal campaigns, wine launches, and promotional initiatives.
Collaborated on wine naming and label creative direction, bringing distinctive identities & storytelling to individual wines.
Introduced new creative concepts and approaches to photography, video, social content, and digital communications.
Strengthened the creative process and collaboration across internal teams and external partners.
Led the development of integrated seasonal campaigns, wine launches, and promotional initiatives.
Collaborated on wine naming and label creative direction, bringing distinctive identities & storytelling to individual wines.
Introduced new creative concepts and approaches to photography, video, social content, and digital communications.
Strengthened the creative process and collaboration across internal teams and external partners.