PROFESSIONAL WORK
For Midwest Barrel Co., a leading distributor of new and repurposed barrels, I led and executed design solutions that strengthened the brand across every customer touchpoint including digital, physical, and experiential.
My work spanned email marketing, packaging, and digital and print assets, including lifecycle email campaigns, paid social ads, promotional graphics, and sales collateral, all reflecting the brand’s rugged, authentic voice.
I developed and maintained core brand systems such as iconography, typography, and refreshed visual guidelines, ensuring consistency across high-volume campaigns and one-off releases. I also designed and managed key webpages to support seasonal launches and marketing initiatives, blending UX strategy with visual storytelling.
In addition, I designed product packaging, custom email templates and graphics, presentation decks, and reusable branded templates used across digital platforms. Together, these efforts evolved the visual identity into a cohesive, performance-driven system that supported revenue growth, engagement, and long-term brand recognition.
TYPES:: Branding | Digital | Packaging | Experiential
Brand Identity & Systems
I expanded and refined an existing brand into a more flexible, scalable system as the company evolved beyond its brewery-only roots.
This included updating and extending the visual language through new iconography, refreshed logos, and refined brand assets. A key evolution was transforming the original bottle-cap logo into a more universal barrel-forward mark, aligning the brand with a broader audience while preserving its heritage. Also, making the main logo usable on dark and light backgrounds.
The result was a clearer, more adaptable identity that worked consistently across packaging, signage, digital platforms, and marketing campaigns.
Barrels
People & Operations
Transportation
Personal
Business
Graphs
Announcements
Art
Hands
Drinks
International
Office
Strategy
Shipping
Sustainability
Achievements
Celebration
Packaging
I led multiple packaging projects across different product lines, including both redesigns and entirely new concepts.
Two projects involved modernizing existing labels while preserving recognizable elements for returning customers. A third packaging project introduced a new co-branded product line developed in collaboration with Buffalo Trace, creating smoking wood packaging that followed their brand guidelines.
In addition to retail packaging, I designed supporting co-branded materials to ensure consistency across marketing and product touchpoints.
BBQ Smoking Wood Bags
Bourbon Barrel Chips, Chunks & Pellets
BBQ Smoking Wood Buckets
Bourbon & Red Wine Chunks
Buffalo Trace Smoking Wood Chunks
Environmental Signage
I designed exterior and interior signage for the Midwest Barrel Co. building, translating the brand into physical space.
These pieces focused on legibility, durability, and brand presence, ensuring the identity felt intentional and cohesive from the moment customers arrived. The signage reinforced the company’s industrial character while serving as a strong visual anchor for the brand.
Digital Design & Web Experience
I designed and built website assets that supported sales, education, and brand storytelling.
This work included full webpage designs, product-focused copy, detailed specification tables, custom imagery, and clear product labeling systems to highlight promotions, sales campaigns, and curated collections such as Ben’s Picks and Deals of the Day. These elements were created to improve product clarity and help customers quickly identify key offerings.
I also developed custom layouts and themed designs for special events and seasonal promotions, including holiday-specific homepages and “Meet the Team” experiences for Halloween and Christmas. These updates kept the site feeling timely and engaging while maintaining strong brand consistency.
Each digital touchpoint was intentionally designed to enhance usability, support conversion, and reinforce trust in both the product and the brand.
Email Marketing & Lifecycle Strategy
In 2025, I took ownership of Midwest Barrel Co.’s email marketing program, focusing on segmentation, lifecycle flows, and campaign clarity. The result was measurable growth in revenue, engagement, and customer retention.
I designed all email templates and lifecycle flows, created campaign graphics, and wrote copy for inventory drops, deal-of-the-day promotions, sales, and holiday campaigns. Each initiative required close coordination across email, website assets, and promotional graphics to ensure a cohesive look and message.
Beyond execution, I managed scheduling, audience targeting, and performance tracking, using performance data to refine future campaigns and improve engagement and conversions.
Revenue
$1.2M+ in email-attributed revenue
Top 9% of Klaviyo accounts
$503 average order per email
(Klaviyo benchmark: $103)
Campaign Highlight
30.5k messages delivered
$12.9k revenue from a single email
Engagement
4.5M total engagements
(opens, clicks, purchases)Performance driven by timing, relevance, and intent-based messaging
Inbox Reach
2.9M inbox deliveries
Consistent brand presence without over-sending
Loyalty
32% repeat buyer rate
Email as a long-term retention channel
