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 fully in its own right. I set out to elevate the REX HILL brand by bringing the focus back to the hands, craft, and heart behind every bottle. I introduced a black-and-white visual language to establish a cinematic, monotoned presence across social media, emphasizing the brand’s intentionality and sense of place.

While this restrained approach became a powerful signature, REX HILL also translates beautifully into vibrant color—allowing the brand to expand its visual expression without losing its core identity. This direction reshaped our social presence and email design, and set REX HILL apart from more than 800 Willamette Valley wineries. Included below are images from a recent photoshoot art directed by me, showcasing the brand’s evolution through both monochrome and color-driven storytelling.