Essentially Geared Wine Co.
brand design • photo production • social media • marketing strategy
I helped build the Essentially Geared brand from the ground up, working with the Makers & Allies studio to craft brand messaging and marketing strategy, design the new brand look, art direct social feeds, build and manage influencer partnerships, and produce and direct photo shoots from pre- to post-production.
Brand Concept and Voice
Essentially Geared Wine Co. was founded on the idea that wine didn’t need to be fussy, formal, or high-maintenance. With quality Napa wine packaged in aluminum cans, there was no need for a breakable glass bottle, a corkscrew, or even a drinking glass — opening up the possibility for spontaneity and adventure. To embody this theme, my team created the social hashtag #screwcorks to use in our brand marketing.
We crafted a brand voice that was playful, wry, and even irreverent — a rebellion against the common wine industry tone. We centered the brand aesthetic on bold graphics and vivid color, as well as imagery of hiking, camping, surfing, skateboarding, music festivals, ‘van life,’ and beach bonfires. One of the themes in brand messaging centered on unusual pairings and tasting notes for their varietals: starburst candy, tater tots, fried chicken, nachos, etc. — so we created graphic icons of these foods to feature in our brand assets.
Brand Merch
We created brand merch that spoke to the unfussy, adventure-loving nature of the brand, including can koozies, beanies, keychains, stickers, decals, and tees. I designed merch and coordinated with vendors to source items and ensure our designs were executed properly.
Content Direction
& Social Marketing
With Essentially Geared’s brand personality rooted in adventure, we found content inspiration in brands like Patagonia, Topo Designs, and Poler, as well as publications like Whalebone. We were also inspired by, and partnered with, social influencers including adventure photographers and ‘van life’ nomads.
I lead the social marketing strategy for the brand, including coordinating and managing influencer partnerships, curating the social feed and managing the publishing calendar, and collaborating with the Makers & Allies copywriter on social copy.
One of my content moodboards.
Photo Production & Direction
To execute photo and video shoots for original brand content, I lead the team in producing and directing several shoots around the San Francisco Bay Area — scouting and coordinating shoot locations, planning the shoot schedule and shot lists, casting models, and directing photography, as well as selecting and editing final assets.
The content from these shoots illustrated the Essentially Geared lifestyle as well as the brand pairings suggestions and overall brand ethos of adventure and sustainability. Our work populated the brand website, social channels, ad campaigns, and other digital and print marketing outreach.
