Role
Creative Director | Lead Designer
Challenge Type
Experiential Design, Strategic Partnerships, Brand Integrity
Outcome
Enhanced client satisfaction, elevated West Monroe's brand affinity, and fostered lasting winery partnerships
The Challenge: High-Value Co-Branding
The annual client wine gift is a crucial touchpoint for West Monroe's most valued clients. The creative challenge was complex:
+ Marry Identities: Creatively blend West Monroe's precise corporate identity with the distinct, often rustic, identity of an annually selected vineyard.
+ Maintain Integrity: Ensure the final label design and accompanying materials honored the quality and spirit of the wine/winery while serving as a clear, elegant extension of the West Monroe brand.
+ Client Experience: Deliver a sophisticated, high-impact physical gift that reinforces the firm's values of quality, partnership, and attention to detail.
My Strategic Solution: Directorial & Production Oversight
This project required a Director-level approach to strategy, collaboration, and external production management—all under a tight, annual deadline:
+ Strategic Discovery: Initiated the creative process by leading in-depth research into the chosen vineyard’s identity. I personally engaged with wine producers to understand their core design values, ensuring the final visual narrative authentically amplified both brands.
+ Creative Execution & Brand Protection: Directed the design process for the custom label and accompanying print materials. The primary objective was to ensure the integrity of the core West Monroe visual identity was maintained, acting as a Brand Guardian while translating the vineyard's essence.
+ Cross-Functional Production Management: Managed the end-to-end production workflow, coordinating the internal West Monroe Events Team and external print/production vendors (printers and label producers). This ensured zero-defect delivery and adherence to high-quality print standards.
Measurable Impact & Client Affinity
The success of this annual initiative demonstrates the power of design applied to relationship management:
+ Elevated Client Experience: The custom gift serves as a tangible representation of West Monroe's commitment to quality and partnership, directly strengthening high-value client relationships year after year.
+ Partnership Success: The initiative successfully fosters lasting, honorable partnerships with prestigious wineries, demonstrating West Monroe's ability to collaborate respectfully with external partners.
+ Creative Consistency: Despite the annual shift in subject matter, the process delivered consistently unique, creative, and professional designs, underscoring the reliability and versatility of the West Monroe brand system.
2023 West Monroe Reserve: Creative Direction + Design
2022 West Monroe Reserve: Creative Direction
Designer: Katie Martin
2021 West Monroe Reserve: Design
