I'm Erin. I lead creative and teams to stay ahead of growth — brand, campaigns, and everything in between.
Case Studies
Four years partnering directly with the founder — grew a single brand into a portfolio of 11 wine and spirits labels, including an internationally-placed rum brand and a celebrity tequila launch now in 250 stores and restaurants.
The Situation:
A founder with a growing wine and spirits portfolio — needed a creative director to help take his identities to market: building out first pitch decks and then every asset, channel, and touchpoint required to compete for premium retail shelf space, hold up in front of investors, and support international expansion.
What I Did:
Partnered directly with the founder for four years as the brand grew from a single label into a portfolio of 11:
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Directed the creative buildout around each of the 11 brand identities — websites, packaging application, campaign assets, and investor-facing materials
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Led creative behind an investment placement for Bajan Rum 1966, supporting international expansion including airport retail placements and multiple festival activations in Barbados
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DeNada Tequila, the portfolio's celebrity-backed spinoff, from a starting logo to a full brand system — color and typography direction, website, merchandise, investor decks, and restaurant tap/on-premise placements
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Directed a team across design, web, and content to build out the portfolio's 11 brand systems
The Result:
A cohesive, premium presence across 11 brands under one founder. Bajan Rum 1966 secured international retail and festival distribution in Barbados. DeNada Tequila scaled from a single logo to 250 stores and restaurants across the East Coast, now expanding West. A portfolio built for retail placement and investor confidence, with the creative infrastructure to keep scaling.
Four years as embedded fractional Creative Director — unified a fractured four-subsidiary company into one brand, then launched its first luxury product line from zero.
The Situation:
Edge Building Solutions had grown by acquisition — a parent company with four subsidiaries, each running its own logo, messaging, and visual language. To convention audiences, dealers, and retail partners, it read as four small companies, not one strong one. Leadership needed a brand architecture that could unify the group, a digital presence built to convert, and a physical trade show presence that could compete at the industry's biggest stages.
What I Did:
Worked directly with Marketing Director through every phase of growth:
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Rebuilt the parent brand and realigned all four subsidiaries under one coherent visual system
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Designed major trade show booths for IBS, SEBC, and other national industry conventions
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Led a creative team of 3-5 across brand, digital, and production to execute the rebrand, booth design, and website rebuild
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Redeveloped every subsidiary website — full UX overhaul and SEO rebuild
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Built and launched Fortiva Outdoor Cabinetry, a new luxury product line, from concept through go-to-market
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Supported growth to a 100-dealer network across the group
The Result:
A single, cohesive corporate identity replacing four disconnected ones. Convention booths that averaged 1,500 leads per show at major industry events like IBS and SEBC. A 300% increase in inbound inquiries following the website UX/SEO rebuilds. A dealer distribution network and a successful luxury line launch, built from the ground up.
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Eighteen months fractional creative direction leading the US market launch of an international brand — from first strategy to hotels and 27 major retail placements in LA, Houston, and Florida — including display designs in multiple Ganahl Lumber locations.
The Situation
An established international brand needed to establish trust and market presence in the US from a standing start — no US audience, no existing product photography, and a specific credibility problem with the audience that mattered most: interior designers and showroom buyers who had no reason yet to trust a new name.
What I Did:
Led the creative direction for the US launch over an 18-month window, owning brand, strategy and creative assets across every channel:
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Built a 12-month, quarter-by-quarter strategy and budget spanning LinkedIn, Instagram, email, and web
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Led a team of 5 across content, website, LinkedIn, art direction and production to run all channels and produce Behind The Wall
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Solved the missing product photography gap with AI-generated product imagery
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Produced Behind The Wall, a branded mini-series built specifically to earn trust with interior designers and showrooms — used directly in sales team presentations to close retail accounts
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Built relationships with interior designer influencers on Instagram, landing 5 highly visible connections that led directly into additional showroom placements and sales
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Grew the Director of US Operations' LinkedIn presence from 200 to over 3,000 connections, building his personal credibility alongside the brand's
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Creative across 4 national industry conventions
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Placement of product in major hotels like Hilton Suites
The Result:
Scaled the brand into 27 major retail locations ad showrooms. Behind The Wall directly supported sales conversations that helped close those accounts. Connected and built trust with interior designer influencers and opened doors to showroom placements and sales. A trust and content system built from zero, now in place to keep scaling with home builders.
Brought on to rebrand a high-profile celebrity real estate venture.
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Challenge: A high-profile celebrity real estate venture needed new brand visuals and strategy that could hold its own in a crowded, competitive luxury market.
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Approach: Led complete visual strategy and brand development from the ground up, building a clean, high-end identity built for scrutiny.
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Result: A distinct, premium brand identity that stands out in one of the most competitive luxury categories. Major TV network exposure.
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An ongoing partnership with founder and former corporate TV executive,
running visual strategy for her highest-profile clients.
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Challenge: A roster of high-profile clients needed consistent, premium brand presence across every platform, from web to daily social content.
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Approach: Partnered directly with founder to run visual strategy for top accounts, aligning brand identity across websites and social systems.
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Result: A consistently premium, aligned look across every touchpoint for CatJab's most visible clients.
Erin took time to get to know me and my team then got to work organizing and transforming the business visually. Highly recmmend
Mandy G. CEO
Erin commits and truly partnered with our entire team. She made herself available through the entire creative process/project.
Jeff Bryant CEO
Working with Erin is an amazing experience. She takes ownership of all projects and brings a lot of fun and exciting creative options.
Sara P. CMO
