Celebrating a founder’s love of food, design, and craft — all brought to life through a continually evolving social presence.

The challenge

Joel Gott Wines had a small, founder-led social presence that reflected Joel’s hands-on, deeply personal — and delightfully quirky — approach. Joel’s creative spirit and strong point of view set him apart in the wine world, but also meant he was highly selective about how his brand showed up. Our challenge was to build a strategic, cohesive social presence that celebrated his unique personality and design sensibility while expanding the brand’s reach and deepening its connection with modern wine lovers.

The idea

Over three years, we transformed Joel Gott Wines' social presence into a space for authentic culinary storytelling and design-forward creativity. Instead of traditional bottle shots, we highlighted food pairings, chef-inspired moments, and unique visual approaches that felt true to Joel’s character.

A standout initiative was the custom poster series, inspired by Joel’s personal collection of contemporary and concert posters. This series turned each new wine release into a collectible moment and helped the brand stop the scroll, creating cultural relevance and design credibility.

Role & contribution

As creative director, I led the overall social strategy and visual direction for Joel Gott Wines, working directly with Joel and his team to ensure every detail reflected his unique personality and design sensibility. I guided the team through content development, creative direction for the custom poster series, and food styling — always upholding Joel’s vision for authenticity and craft. This collaborative, hands-on process helped evolve the brand’s social presence into an engaging, design-forward celebration of food, wine, and genuine connection.