Wip — Senior Brand Designer
Company
Wip
Year
2025-Current
Brand Designer, in-house. Responsible for paid and organic social, campaign design, flavor launches, packaging, motion art direction, and brand system development across retail, digital, and social channels.
When Wip's external branding agency sunsetted and creative moved in-house, there was no motion language in place. I collaborated closely with motion designer Tom Van Deusen to help define what that could look like — contributing brand direction, storyboards, and visual references while Tom led the animation and motion design.
I worked across AI image generation, Figma, and storyboarding to develop concepts and communicate creative intent, ensuring the work stayed grounded in Wip's brand as it evolved. The project spanned four paid social content pillars and ranged from polished campaign assets to more playful, personality-driven content.
Motion & Paid Social — Art Direction
My Role: Designer, Art Direction Motion Design: Tom Van Deusen, Motion Designer & Art Direction Creative Director: Joel Evey Year: 2025–2026
Social — Organic & Paid
My Role: Designer, Art Direction Year: 2025–2026
Building a Flavor Visual Language
Wip had never shown how it tastes.
The reframe
I changed the question the work had to answer. Not "does this communicate watermelon," but "does this feel like Wip." Wip doesn't need to announce flavor. It needs to embody it.
The direction: A system, not a campaign.
I built and presented the direction to the CEO: flavor in motion, happening at you. It makes flavor unmistakable while keeping Wip's kinetic DNA intact, the can always legible, the fruit as context rather than chaos. And it was built to scale from the start. The crops and formats a full launch needs already lived inside it.
The brief asked for two launches: Yuzu Ginger and Watermelon. What I built was the framework both plug into, and that the rest of the brand could adopt. Color, fruit, and composition flex per flavor while the underlying treatment holds, so the brand compounds as the lineup grows instead of fragmenting.
My Role: Senior Brand Designer, Creative Direction, Strategy
Year: 2026
Scope: Campaign visual system, paid social, organic social, website hero, packaging refresh, PDP tiles, seeding box, OOH
Wip was built around energy as a feeling. Kinetic, unposed, the product living in the world. Strong and ownable, and silent on the one thing a flavor launch lives or dies on.
The flavors hit harder than people expect, and that intensity is the differentiator. The brand had just never prepared anyone for it. Launching Yuzu Ginger and Watermelon meant fixing that without losing the energy Wip was built on.
The obvious answer was the wrong one.
Every flavor launch reaches for fruit. So I audited the category first.
Saturated splashes, AI fruit explosions, the whole category reaching for the same look. The default way to announce flavor had been used so many times it stopped meaning anything. Adding fruit was right. How we added it was everything.
The structure did three things beyond the launch.
It became the default for future flavors. Each new flavor drops into an established language instead of starting from scratch, so launches get faster and more consistent.
It rolled back across the existing lineup, becoming the standard older SKUs were brought up to and unifying products built under the old lifestyle-only logic.
And it changed what flavor design costs the brand. Flavor stopped being a per-launch creative project and became a repeatable part of how Wip ships product.
