REX HILL has long been a “bonus” brand in the A to Z portfolio—when I joined SMWE, it became my personal quest to help it stand in its own right. I set out to elevate the REX HILL brand, bringing the focus back to the hands, craft, and heart behind every bottle. I introduced a black-and-white visual language to create a cinematic tone and highlight the brand’s intentionality. This direction reshaped our social presence, email design, and set REX HILL apart from every other (800+) Willamette Valley wineries. Recent work with Seattle-based Copacino + Fujikado is helping solidify REX HILL’s center of gravity ahead of a 2025 national launch—and I’m proud to be part of it.