ROLE:
Executive Creative Director
Timeline: 6 Months
Context: 24% Year-over-Year Growth for Three Consecutive Years

THE PROBLEM

By 2021, Impact Networking was growing at an average of 24 percent year over year. The business was accelerating, but the brand was not. Visual systems were inconsistent, sales materials lacked cohesion, and the company was operating from a two-page guideline that included little more than a logo, two fonts, and a tagline.

The organization was scaling like a modern company. The brand still felt corporate and dated.

THE MOVE

I was brought in to evolve the brand without erasing its equity. Rather than replacing the logo, we reworked the system around it, liberating the icon from the wordmark and creating more flexible applications across a refined palette.

We simplified typography and layout structures to create clarity and restraint in a visually saturated world. At the same time, we shifted the voice from rigid and corporate to confident, human, and approachable.

Beyond the visual identity, I directed the strategy and creative execution of a new website built around the refreshed brand. The goal was alignment — ensuring that sales, marketing, and digital touchpoints told the same story with the same level of polish.

THE RESULT

Within six months, we launched a comprehensive brand system designed for scale. The refreshed website increased qualified leads by 41 percent, directly supporting business growth.

More importantly, the brand finally matched the ambition of the organization. It felt modern. Cohesive. Expressive. Recognizably Impact, but elevated.

The business was growing like a premium partner. The brand now performs like one.

Client: Heaven Hill Distillery
Role: Creative Direction, Naming, Story, Packaging

THE STORY

In 2012, Heaven Hill Distillery set out to revive a historic wheated bourbon once known as Old Fitzgerald. The distilling method would honor tradition. The taste profile would be modernized. What didn’t exist yet was a name, a story, or a visual identity strong enough to compete in a category dominated by heritage giants.

THE OBJECTIVE

Create a brand from the ground up — name, narrative, and packaging — that could stand confidently alongside Buffalo Trace, Maker’s Mark, and Jim Beam. It needed to feel authentic to bourbon history while carving out a distinct, memorable position on shelf.

THE MOVE

The breakthrough came from history itself. In researching Old Fitzgerald, we uncovered a lesser-known truth about John E. Fitzgerald. Contrary to legend, he was not simply a bourbon aficionado — he was a bonded treasury agent. At the time, treasury agents were the only individuals legally permitted to carry keys to barrel warehouses.

According to distillery lore, Fitzgerald used those keys to access — and quietly siphon — the finest barrels for himself. Those barrels became known internally as “Fitzgerald barrels.”

From that act of refined theft, a new name was born: Larceny.

The packaging became the storyteller. A die-cut keyhole pierces the label, revealing a golden key inset behind it — an immediate visual metaphor tied directly to the legend. The bottle doesn’t just sit on shelf. It invites discovery. The campaign and brand narrative flowed directly from the design system, reinforcing the myth at every touchpoint.

THE RESULT

Larceny launched as a distinctive, story-driven entrant in the premium wheated bourbon category. The design and positioning helped establish the brand as a credible competitor in a crowded heritage space, earning industry recognition and awards for both packaging and advertising.

Larceny didn’t just revive history. It reframed it.

AWARDS

Winner — Packaging — American Graphic Design Awards — 2015 1st Place — New Product Packaging — Beverage Dynamics — 2013 1st Place — New Product Advertising — Beverage Dynamics — 2013 Merit Award — New Product Packaging — Milwaukee99 Awards — 2013

Client: Basil Hayden’s
Agency: Beam Suntory
Role: Creative Direction, Experiential Design

THE STORY

What began as a single Mother’s Day bourbon brunch in Kentucky evolved into a scalable national experiential platform.

The original activation — inviting bartenders and their mothers into a refined, emotionally resonant Basil Hayden’s experience — generated overwhelming positive feedback and meaningful trade engagement. It became clear this was more than an event. It was a relationship strategy.

From that success, Basil Hayden’s Bourbon in Residence was born.

THE OBJECTIVE

Deepen brand affinity among influential bartenders in key cultural markets and drive recommendation at the point of sale. Rather than relying on traditional trade programming, we built an experience-led platform designed to create emotional memory and long-term brand advocacy.

THE MOVE

In markets including Los Angeles and Miami, we transformed architecturally distinctive residences into immersive Basil Hayden’s environments. Notable bartenders from respected establishments were invited to bring friends and family into elevated, design-forward spaces where the brand was lived rather than promoted. Guided tastings, craft-forward cocktail experiences, curated hospitality, and personalized activations reinforced Basil Hayden’s refined yet approachable positioning. Each city followed the same strategic blueprint while adapting to local culture and aesthetic nuance.

THE RESULT

Bourbon in Residence expanded into multiple key markets and engaged hundreds of high-value trade influencers across cities.

• 90%+ positive post-event sentiment among attendees
• Significant increase in bartender recommendation intent following participation
• Measurable lift in on-premise placements within participating accounts
• Social amplification across key markets with strong organic engagement

Most importantly, the platform created durable brand memory among the very people who influence consumer choice at the bar.

Instead of asking for loyalty, Basil Hayden’s earned it —
one residence at a time.

Client: Courvoisier
Role: Creative Direction, Photography

THE STORY

By 2017, Courvoisier’s international imagery across social media, ecommerce, and branded content had grown stagnant. The monotone visual system the brand had invested heavily in years prior was beginning to feel repetitive and dated. For a house rooted in heritage and craftsmanship, the imagery no longer reflected the depth, elegance, or vitality of the brand.

THE OBJECTIVE

Capture a new global image library during the 2016 grape harvest in Jarnac, France that authentically expressed the craftsmanship and provenance behind Courvoisier. The work needed to feel timeless, elevated, and versatile enough to live across international channels for years to come. It also needed to be executed efficiently, delivering premium results at a fraction of traditional large-scale production costs.

THE MOVE

With a lean crew consisting of myself as photographer and creative lead alongside one stylist, we traveled to Jarnac and Paris equipped with three cameras and a drone. Over five days of intensive shooting from dusk until dawn, we documented every layer of the brand’s story. We captured three vineyards during harvest, the distillery, the cooperage, the château grounds, the bottling plant, and atmospheric Parisian vignettes that contextualized the spirit within its cultural home.

The approach balanced documentary authenticity with refined composition, ensuring the imagery felt cinematic yet honest. By remaining agile and immersed in the environment, we were able to capture over 2,000 images across multiple lighting conditions and brand moments, creating a comprehensive visual library rather than a single campaign shoot.

THE RESULT

The refreshed imagery reinvigorated Courvoisier’s global digital presence and provided the brand with a versatile, long-term asset library. The client response was overwhelmingly positive, and the content rolled out across UK channels before expanding into U.S. media placements.

What began as a cost-conscious harvest shoot became a foundational visual reset for the brand — elevating perception while maximizing efficiency.

Client: Suntory Whisky
Retail Partner: Harrods
Role: Creative Direction, Environmental & Digital Design

THE STORY

In 2017, Harrods of London partnered with Suntory Whisky to create a permanent branded presence within the luxury spirits room. After negotiation, the opportunity evolved into something more ambitious than a display fixture — a fully designed walk-in vault dedicated to Suntory’s flagship portfolio.

The space would need to honor both brands: the quiet precision of Japanese craftsmanship and the uncompromising luxury standards of Harrods.

THE OBJECTIVE

Design a premium experiential environment called “House of Suntory” where consumers could immerse themselves in the harmony of Japanese nature and whisky-making tradition. The space needed to educate visitors on the portfolio in an engaging and interactive way, while blending seamlessly into one of the world’s most iconic luxury retail environments.

It was not simply about visibility. It was about reverence.

THE MOVE

Completed in early 2018, the House of Suntory was conceived as a modern vault built from floating oak panels, acrylic glass, and restrained digital integration. The material palette reflected Japanese minimalism — warm wood, precise geometry, negative space.

Limited-edition bottles appear to hover on nearly invisible shelving, accentuated by dramatic under-lighting that elevates the craftsmanship of each expression. At the heart of the installation, five flagship variants sit beneath a 70-inch 4K monitor powered by Perch interactive technology. Visitors are invited to lift a bottle from its plinth, triggering variant-specific storytelling through motion-sensing technology.

When not activated, the screen displays serene seasonal imagery from the distillery grounds, creating a calm, almost meditative retail environment that contrasts beautifully with the bustle of the store floor.

THE RESULT

The House of Suntory launched in early 2018 and immediately strengthened premium portfolio performance. Combined premium brand sales increased 12.8 percent following installation, validating both the experiential strategy and retail integration. Originally planned as a temporary installation, Harrods extended the presence through 2019 due to strong commercial performance and positive consumer response.

The project transformed shelf space into sanctuary — elevating both brand perception and retail impact within one of the world’s most prestigious luxury destinations.

Client: Beam Suntory
Role: Creative Direction, Experiential Strategy, Environmental Design

THE STORY

Each year, Beam Suntory attends the Global Travel Retail Summit in Cannes as the world’s third largest spirits company. In an environment where every major brand competes aggressively for attention, differentiation is essential. Securing placement in the global duty free arena requires more than product display — it demands memorability. The opportunity was to rethink what presence at GTR could mean.

THE OBJECTIVE

Design a premium, comfortable headquarters space where Beam Suntory could showcase its global portfolio, host key stakeholder meetings, and hold flagship brand events throughout the week.

Additionally, for one pivotal evening, the space would transform into the Bowmore Vault — an immersive environment inspired by the legendary No. 1 Vaults, the world’s oldest Scotch maturation warehouse — to launch a new travel-retail-exclusive range to 75 VIP guests.

The challenge was to create something that could operate as both corporate hub and theatrical brand experience.

THE MOVE

Cannes is synonymous with wealth, luxury hotels, and superyachts. With the summit taking place directly on the French Riviera, the solution was clear: move the experience to the water. We chartered the 121-foot luxury yacht Grenadines III and transformed it into Beam Suntory’s floating headquarters for the week-long conference. The on-water setting immediately differentiated the brand from traditional exhibition halls and provided an elevated escape for partners and stakeholders.

A custom-built jetty reception tent welcomed guests with signature cocktails and branded touchpoints before boarding. A 30-foot glass display featuring the full Beam Suntory portfolio anchored the quay, while digital screens reinforced brand storytelling. Onboard, two levels of bars, lounges, and private meeting rooms were seamlessly integrated with curated bottle displays that complemented the yacht’s architecture.

For one night only, the vessel was completely reimagined as the Bowmore No. 1 Vault. Custom vault doors were installed at the stern for a dramatic arrival. The environment shifted from Riviera luxury to Islay heritage, immersing guests in elevated tastings, oyster luges, live bagpipes, and a virtual reality experience transporting them directly to the distillery itself.

THE RESULT

The yacht concept became one of the most talked-about activations of the summit, driving a record number of visits throughout the week. The Bowmore Vault event generated significant pre-orders for the new travel retail range across international duty free markets, validating both the experiential strategy and commercial impact.

The waterfront presence proved so successful that other global spirits brands began adopting similar yacht-based activations in subsequent years. What began as a bold differentiation strategy became a new standard within the conference landscape.

Beam Suntory did not simply attend GTRS, It redefined how a global spirits company could show up.

Client: Beam Suntory
Role: Creative Direction, Experiential Design, Spatial Strategy

THE STORY

Beam Suntory’s regional field teams frequently secure strategic partnerships with professional sports franchises across the NBA, NFL, and MLB. These partnerships extend beyond sponsorship visibility, often creating opportunities to establish permanent branded footprints inside stadium concourses, suites, outfield zones, and even airport terminals.

The opportunity was not simply to place logos inside venues, but to design physical environments that translate brand personality into built experience — spaces where fans gather, connect, and consume.

THE OBJECTIVE

Design and build immersive brand destinations that function as both high-performing concession environments and memorable experiential touchpoints.

Each space needed to deliver quality cocktails, operational efficiency, and strong visual storytelling while responding to the realities of a stadium setting: high volume, speed of service, durable materials, and intuitive traffic flow.

Beyond utility, the goal was to create “stadium destinations” — environments fans would intentionally seek out before, during, and after games. The spaces needed to feel premium without slowing service, immersive without compromising throughput, and distinct while aligning with the architectural language of each venue.

THE MOVE

Between 2015 and 2018, I led the design and development of more than ten branded stadium environments across multiple Beam Suntory portfolios. Many projects began with a blank canvas inside raw concourse or suite spaces.

Each activation translated brand identity into architectural form through material selection, lighting, custom displays, and integrated seating concepts. Cocktail programming was thoughtfully adapted for sporting environments, balancing elevated serves with speed and practicality.

From bourbon-forward lounges to vibrant tequila haciendas, the environments were designed as experiential anchors within the larger venue ecosystem — premium spirits destinations that elevated the stadium’s hospitality offering while driving brand connection at scale.

THE RESULT

More than ten in-stadium and venue-based environments were successfully launched across major U.S. markets, several of which remain under continuous contract today. These spaces have become popular fan destinations and celebrated additions to their respective stadium amenities.

By blending operational strategy with experiential design, the work transformed sponsorship assets into permanent, revenue-driving brand environments — reinforcing brand presence while enhancing the overall fan experience.

SELECTED PROJECTS

The Jim Beam Black Club — PPG Paints Arena
The Jim Beam Bourbon Bar — New Era Field
Effen Vodka Bar — SunTrust Park
The Jim Beam Highball Bar — Citi Field
The Stillhouse South — BMO Harris Bradley Center
Hornitos Hacienda — Citi Field
The Jim Beam Bourbon Bar — Citi Field
Jim Beam Apple Bar Concept — Citi Field
RumTiki Concept — LAX Airport
Jim Beam Pop-Up Experience — Brooklyn Boardwalk

THE STORY

The competitive pressures in the vodka category are the highest in the spirits market. Gaining shelf space requires new-to-market releases regularly. The popularity of flavored vodka has been Burnett’s launching pad to catapult the brand in US sales. 

THE OBJECTIVE

We leveraged the brand’s 27 innovative flavors with arresting graphics, while positioning Burnett’s as THE vodka with more fun and the most flavors. We targeted key growth markets with a younger audience (21-29).

THE RESULT

The "More fun with every flavor" campaign was born.  A fully integrated, multi-platform “more fun with every flavor” campaign highlighting festive party occasions that the Burnett’s consumers enjoy was launched. The multi-million dollar campaign includes national print and digital advertising, on- and off-premise programming, digital marketing and social media programs. Between 2013 and 2015 Burnett's Vodka has shown a 19% increase in national sales in the flavored vodka market and continues to be the 7th best selling vodka in the US. Burnett's jumped from #18 to the #10 sales leader in total US spirits in just a few years with sales in excess of 1.5 million cases. 

3RD PLACE - Print Ad Full Page - “Burnett’s Vodka” - Beverage Dynamics Awards - 2013

The website designed for the campaign can be seen here: www.burnettsvodka.com

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THE STORY

In 2012, the people of Evan Williams decided they wanted a fresh campaign to replace the current campaign which had been running for 2 years.

THE OBJECTIVE

Create a campaign including outdoor & magazine advertising, and create a 30 second spot which is stemmed directly from the print campaign designs.

THE RESULT

"Seriously Good Bourbon" was the idea. A two-part campaign was created. The first focused on the message, clean and simple. Creating a series of simple, clean layouts using orange bourbony backgrounds and textures combined with clean and straightforward photography communicated the message effectively.  A 30 second TV spot was written, developed and brought the ads to life. In addition, a packaging update was also executed with some glass blown signature features.

America's #3 best-selling straight whiskey brand, saw double-digit growth from 2013-2014 when category sales were flat and continues to exceed category growth. The latest campaign concepts tested with a dramatic 54% purchase intent.

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OVER THE YEARS

Packaging in the spirits category has always been a passion of mine. Here is a collection of work that I designed and / or directed between 2010 to present.

I started taking photography seriously in about 2004. I had always loved taking pictures and was using old 35mm cameras as early as 5th grade. In 2004 I was freelance designing for a restaurant when the owner has mentioned he needed someone to shoot the interiors of the place, along with some food shots. The rest is history and I was hooked. Photography remains one of my favorite parts of the creative process and is a part of my everyday life when I'm not working. 99% of the time, you will find me with a camera on my shoulder and if not, I'm probably shooting with my iPhone.

Since 2004, I have photographed a variety of subjects including interiors, food & beverage, events, and portraits. My work has been featured in several publications including Chicago Reader, New City, DiningOut & ChicagoScene. I moonlight as one of VHT Studios elite field photographers for real estate sales in Chicago. Through the years I have acquired several clients through repute, including notable real estate agents and prominent restaurateurs. A few clients include Morimoto, Trump Hotel, Yellow Tail, Perillo BMW, Baird & Warner, DiningOut, and Jam Productions.

THE STORY

Funshade makes industrial, tough, commercial umbrellas that are very large in size and are built to withstand the elements. 

THE OBJECTIVE

Show how a Funshade is the last outdoor umbrella you will ever buy. They also are usually installed in a lot of fun areas like pools, theme parks, water parks and recreational areas. Two campaigns were created. The first focused on the "toughness" of the parts and the second targeted the fun aspects of the product.

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THE STORY

In 2005, The Shed Aquarium in Chicago celebrated it's 75th anniversary and was looking to brand the commemorative event with a new logo and some large format signage.

THE OBJECTIVE

I was hired as a freelance designer to take on the project as an extra hand to the already busy in-house staff that worked full time on location. 

THE RESULT

My design and signage was chosen to represent the museum. Banners and signage were prominently displayed in front of the museum, throughout the interiors, and around the city of Chicago for 1 year.

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THE STORY

Carquest was shopping for a new agency and some fresh creative in 2013.

THE CHALLENGE

Come up with a creative strategy that connects people with the daunting task of buying car parts and make it a pleasant and fun experience. Impress the client with a refreshed look and bring a new angle to the current outdated creative.

THE RESULT

The focus was on the everyday people and how even the people you might never guess, shop at Carquest. Shopping at Carquest is so easy with their brilliant customer service, wide range of products, and low prices. Even an everyday person with little or no knowledge of car parts and repairs will be better informed after every visit. Print ads, transit, outdoor and TV spots were presented to the client. While we didn't win the business overall, the agency was awarded some new business in POS and print.

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THE STORY:

In preparation for a presentation for Heaven Hill Distilleries in 2011, I wrote and art directed two additional campaigns to provide more range to what was being presented. While neither campaign was chosen, they scored incredibly well in focus group and online testing. One campaign actually out-scored the winning campaign that eventually became the "Seriously Good Bourbon" campaign. I wrote all headlines and taglines in these two series and established myself as a copywriter in addition to being a designer.

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THE STORY

Nate and Lauren Belden had a dream to one day own and operate their own vineyard, and create some of Sonoma's finest wines. In 2005 that dream came true and they purchased the land, which became the Belden Barns Vineyards of today. The vineyard produces Pinot Noir, Syrah, Grenache, Grüner Veltliner, Chardonnay, Sauvignon Blanc and Viognier.

Early on, they needed an identity and some labels for their wines. I utilized the story of their wedding reception, which had a "Tree of Wishes" in which guests tagged wishes onto the tree using string and red tags. The tags also represented Nate & Laurens wish come true as vineyard owners. As a nod to the rustic style of their wedding, I selected recyclable kraft paper labels.

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