Cali Squeeze
Cali squeeze Senior Graphic Designer2021-2021As Senior Graphic Designer at Firestone Walker Brewing Company, I helped lead the creative vision for Cali Squeeze, a newly acquired craft beer brand. I played a central role in the rebrand and initial campaign launches, collaborating closely with marketing teams, art directors, brand ambassadors, photographers, and freelance creatives. My work spanned marketing campaigns, digital ads, social media, signage, packaging, email design, merchandise, and directing photoshoots for both product and lifestyle imagery, ensuring a consistent and energetic brand presence across all platforms.
Retail Signage
Designed and produced signage to accompany Cali Squeeze products in-store. Combining layout design with brand visuals to drive shelf appeal and enhance the customer experience.
Welcome Email
Led layout, design, and visual direction for the brand’s welcome email. Crafted to engage new subscribers with a clean, on-brand introduction to products, story, and community.
Refreshed packaging for 2022 beer and seltzer releases. Including layout design, spot illustrations, and refreshed 12oz can labels for new flavors Wild Berry and Pink Lemonade. Designed to unify seasonal flavors under a cohesive, shelf-ready visual system.
Beer & Seltzer Packaging
Brand Anthem Video
Collaborated on set with directors, artists, models, brand ambassadors, and photographers to bring Cali Squeeze’s first paid video ad to life. Contributed art direction and creative support to ensure the final visuals.
Apparel Graphics
Created custom artwork for t-shirts, fleece, headwear, and glassware.
Spotify Playlist Key Art
Provided art direction and design for the Cali Squeeze Golden Hour Mixtape on Spotify. Developed a flexible key art system, including illustrations, patterns, and a vibrant color palette, allowing the in-house team to easily update artwork for future playlists while maintaining brand consistency.
