Brandmark, Packaging, Conceptual Brand Experience, Video Art Direction

One of my favorite projects to date was the opportunity to breathe new life into the Sauza tequila brand. By delving into this tequila’s rich history, we were able to combine its legendary past with a fresh perspective.

We started by totally immersing ourselves into all things Sauza. We got to know their culture, their tequila making process, and meet the people behind their brand at their 140-year-old distillery in Jalisco, Mexico. And just like that, “The Refreshingly Real Mexican Tequila” was born.

Since its release in 2015 the work has won several awards, including The Mobius Awards gold statuette in the Brand Redesign category.

Design Director: Jennifer Garcia
Client: Beam Suntory
Agency: Webb deVlam

Art Direction, Packaging, Social Media

Working with the Bob Evans brand, I’ve had the opportunity to bring fresh creativity and strategic design thinking to a range of projects, from packaging to social media campaigns. Our work on packaging involved not only modernizing the visual appeal of their products but also enhancing shelf presence to better connect with today’s consumers.

Leveraging AI has transformed how we conceptualize photoshoots, allowing us to streamline our process and enhance our creativity. Overall, it has been a fulfilling experience, allowing us to blend strategic design with consumer insights to keep the brand vibrant and relevant across multiple touchpoints. It’s no longer just about the sides; it’s about creating a "Bob Evans night."

Art Direction, Digital, Social Media, Video, Illustration

From 2016 to 2022, I was an Art Director for Netspend, an Austin-based fintech company. They’ve been a leader in the world of prepaid financial solutions for over 20 years and partnered with well-known brands like WWE, PayPal, and 7-Eleven―just to name a few!

As a creative lead, I was involved with every aspect of the design process and worked closely with Account Managers, Product Managers, Legal Teams, and Print Operations. This close collaboration helped create several successful campaigns and product launches. Although Netspend was my first experience outside of an agency, I'm glad to have gained an appreciation for how in-house creative settings operate.

Art Director: Jennifer Garcia
Copywriter: Andrea Lindzey
Client: Netspend

Art Direction, Digital, Social Media, Packaging, Video

Back in 2019, I was thrilled when I was asked to be the lead Art Director for WWE’s brand partnership with Netspend. Growing up, I idolized wrestlers like “Nature Boy” Ric Flair, The Junkyard Dog, and “Macho Man” Savage. The chance to lead this creative charge has truly been a dream come true!

We’ve been lucky to partner with some of the best Superstars, considering each one is already their own brand. We started with card creation and print collateral, and as our product launch neared, we were able to create an exciting buzz on social media. The partnership has hands down been a punch above its weight.

Art Director: Jennifer Garcia
Copywriter: Andrea Lindzey
Client: WWE

Introducing a product aimed at school age kids that can teach them how to manage their money. The Swipe Card is distributed through school programs to help students pay for not only their meals at school but can also be used outside of schools, anywhere Mastercard is accepted. Currently still a concept product, Swipe was a fun exercise is branding.

Art Director: Jennifer Garcia

Consumer Personas, Patterns, Illustration, Photography, In-Store Displays

It’s simply a piece of tissue to wipe your lipstick or a runny nose. A brand so iconic its very name is used to describe any brand of facial tissue. The dilemma, how do we make it cool to carry Kleenex? 

Our team created a visual and tactile story describing our consumer’s perfect weekend. Where is she going? What is she wearing? Why does she need a tissue? The results were different pack sizes that spoke to each persona in their own visual language.

Senior Designer: Jennifer Garcia
Client: Kimberly-Clark

Design Direction & Illustration

What an amazing and iconic piece of paper! How do you capture the essence of four of the world’s most premier destinations on this iconic Post-it note? How do you transform a small piece of paper into something simply more human? This was the task at hand.

Design Director: Jennifer Garcia
Senior Designer: Ju Young Kim
Client: 3M
Agency: Webb deVlam

Brandmark, Brand Experience, Collateral, Website, Interior Space

R5 is a consumer insight and brand exploration lab located in Chicago and created by my former boss, Ronald deVlam. He brought his initial dream to me, and after rounds of creative exploration, the Natural Beauty Concept was born.

From our Inspiration board, we were able to craft a holistic brand experience that started at the brandmark and carried throughout the entire space. No detail was spared.

Taking inspiration from its location in the Industrial Fulton Market neighborhood, the Dutch heritage of the owner and the lush opulence of Chicago's historic hotels, R5 truly embodies modern hospitality. 
 

Design Director: Jennifer Garcia
Client: R5
Agency: Webb deVlam

http://www.r5-chicago.com

Packaging, Brandmark,
Concept Website

So how DO you tell JT he’s doing it all wrong? After Beam Suntory acquired his 901 brand, my team was asked to elevate this Justin Timberlake tequila.

The goal was to become a truly premium lifestyle brand that would live up to Timberlake’s polished style and Beam Suntory’s high standards. The challenge was to reflect this pop icon and what he had already created while also leveraging the 140-year heritage of the Sauza family’s tequila legacy.

Design Director: Jennifer Garcia
Senior Designer: Annie Foss
Client: Beam Suntory
Agency: Webb deVlam