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WBC
Senior Art Director
Winebox Company
I joined WBC to lead a wider creative transformation across the business, restructuring the design department while evolving the company’s visual identity across digital, print, photography, editorial, retail and physical brand environments.
Focus
Transforming both the brand and the creative infrastructure behind it.
01
Creative Leadership
02
Brand Transformation
03
Content & Art Direction
04
Creative Operations
The Challenge
WBC’s creative output had grown across multiple channels without the systems or visual consistency needed to support it at scale.
Creative Direction
I established a clearer visual direction across photography, campaigns, editorial, digital, retail and physical brand experiences.
Creative Operations
I restructured the department’s workflow and relocated the creative team into a new workspace I designed around a more efficient, collaborative way of working.
Brand Transformation
The transformation extended beyond communications into the physical business, including a redesigned showroom, exhibitions, trade shows and customer-facing environments.
The Impact
Restructuring the creative department transformed both output and quality, increasing publications from 3 to 11 annually while raising the standard across photography, digital, e-commerce and brand communications.
Unified creative direction
Streamlined production workflows
In-house content capability
Consistent cross-channel identity
Scalable creative systems
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