LiDestri, Recipe 21’s parent company, is a food and drink manufacturer that works with large known brands such as Wegmans to bring their products to consumers.
December 2020 – February 2021.
I assisted in design concepts, builds, and development while answering questions and providing design support to the client.
Before this project came about, we had a very good relationship with LiDestri as our team had worked on their other products including Cask & Crew for various other projects. One of those being Cask & Crew’s website. At some point post-C&C site, a discussion was had to give their other sites a refresh, starting with one of their larger brands: Recipe21.
A challenge for this project can be summarized down to artistic visions. While I did my best to help support our art director and make note of decisions made and reasons why, occasionally heads would butt and visions would get crossed. This led the project to get a bit messier than we would have liked, but considering how quickly we turned the site around and how long it could have taken otherwise, I consider our work ethic on this one a blessing.
The website’s full cycle development was all about color pop and avant garde ideas. By focusing on color, we let the color in the product shine. The client had a lot of input with art direction and while we put our own spin in some places, they had final say.
Though the challenges in this campaign were palatable, the things that I wanted to have happen ended up happening. I was a big proponent of the full-screen color for the product pages for each of the products as this would be a big drive for some of their social campaigns. By associating a product with a color and having it be so bright and vibrant, it stuck with people.
I don’t drink a lot of vodka (more of a rum/bourbon person myself), but I knew about Recipe21 before they came to us. Very big college base liquor. And that’s how I wanted to build this. While I know their audience isn’t a bunch of unstable college students, but quick and easy decisions are in their blood. Making that easy with simple messaging, iconography, and stand out visuals is what makes the difference between a sale and a missed opportunity.
Apr 2016 – Sep 2016
Assisted art director in making creative assets to be used by the internal team and website for publishing. Developed mostly informational-based graphics and supporting materials.
Aug 2018 – Nov 2019
Worked as freelance designer and consultant for the marketing department. Assigned various creative projects for assets used for clients and trade shows. Developed campaign ideas for the marketing team to pitch internally and helped development after approval of concepts.
May 2017-May 2019
Rochester, NY, USA
Teamed with other student designers and our department on digital and print design related to student events and information.
eSports / Entertainment
May 2019-May 2020
As Graphic Designer, I helped set up and standardize the creative used by all aspects of the team members and managers by developing internal brand standards, file structures, and design request system. Continued design requests for team upkeep and maintaining established standards.
As Creative Director, I worked closely with the senior management team to bring on new creative talent to flesh out design and marketing team needs. Became checkpoint for all creative deliverables and mentored design staff through projects and internal processes. Developed high-level concepts for promotional needs, internal management, and external events.
July 2019 – Present
Syracuse, NY, USA
Working with the design team on internal creative, client advertisements, website projects, and large-scale client campaigns. Assisted in establishing standards for web accessibility in client projects and was routinely brought in to give design advice on creative requests. Dedicated to user experiences across all aspects of the advertisement experience. Worked on all parts of the web development process from wireframe & sitemap to CMS build and dev guidance.