Giesen Group
During my time at Giesen Group, I worked across a variety of creative projects supporting the brand’s global marketing and digital presence. My role included campaign design, social content, and digital assets for multiple international markets. I collaborated closely with marketing and digital teams to ensure creative work remained aligned with the evolving brand while delivering engaging content across platforms.
New Brand Website
I led the redevelopment of Giesen’s global website, delivering a new digital platform aligned with the refreshed brand identity and the needs of multiple international markets.
Working within Shopify, I selected and significantly customised a base theme to support the US, Canadian, Australian, and New Zealand markets. The project involved detailed site mapping, structured content migration, and ongoing collaboration with stakeholders across regions.
Balancing creative direction with technical constraints, I oversaw wire-framing, front-end refinement, and accessibility considerations to ensure the brand translated effectively into the digital environment. Even small functional changes often required complex development solutions, requiring ongoing problem-solving and adaptability.
The project strengthened my experience in digital ecosystems, SEO considerations, and platform-led design, while demonstrating my ability to lead complex, multi-market builds from concept through to launch.
Summer Served Social Campaign
One of the first campaigns I led at Giesen was Summer Served, developed for the Australian market to encourage increased wine consumption during the warmer months and support the launch of the 8% Spritz range.
I was responsible for delivering the campaign across digital channels, from initial creative development through to final asset delivery. The campaign included static ads, subtle animations, and lifestyle-led carousel formats designed specifically for social platforms.
To increase engagement, I intentionally broke key phrases across carousel slides to encourage swiping behaviour. Leading with the word “Sun” helped capture attention quickly while building momentum as the Summer Served message unfolded.
Alongside the creative work, I managed production timelines to ensure assets were delivered to the digital team with enough lead time for loading, testing, and optimisation. Coordinating this workflow helped maintain campaign quality and avoid launch delays.
The campaign stood out within the wine category through its bright, vibrant aesthetic and strong seasonal positioning, contributing to solid engagement performance in a competitive market.
Kaiser Special Tap Beer
Kaiser is a sub-brand of Giesen Wines known for experimenting with small-batch specialty beers. For this limited release, the brewers wanted something bold, unexpected, and impossible to ignore.
The concept Bananageddon emerged from an open brief that allowed me to explore a more playful and disruptive illustration style. The apocalyptic banana theme became the centre of the design, bringing humour and personality to the release while ensuring the tap artwork stood out.
I developed a high-impact colour palette with slightly sickly tones to reinforce the chaotic theme, alongside a character-driven illustration that felt dramatic and memorable. A subtle Canadian maple leaf was incorporated as a nod to one of the brewers, adding a small personal detail to the final piece.
The illustration was created primarily in Illustrator, with some AI-assisted elements used to refine details and explore new creative tools. Displayed on tap at the Kaiser Brew Garden in Riverside Market, the artwork delivered exactly what the brewers were looking for: something distinctive, conversation-starting, and uniquely Kaiser.
