TEXSOM CASE STUDY
Defining a cohesive
visual culture for
TEXSOM
Defining a cohesive
visual culture for
TEXSOM
Led creative direction across editorial, event, and awards systems for a global beverage education community.
Led creative direction across editorial, event, and awards systems for a global beverage education community.
Overview
TEXSOM advances beverage education through conferences, publications, and international competitions, grounded in discipline, hospitality, and respect for craft.
As the organization grew, the challenge was ensuring its visual presence evolved alongside it. The work needed to support dense educational content and highly social experiences while staying warm and clear.
I partnered closely with leadership and contributors to translate TEXSOM’s culture into a visual system that could scale and support its role as a global community for beverage professionals.
TEXSOM advances beverage education through conferences, publications, and international competitions, grounded in discipline, hospitality, and respect for craft.
As the organization grew, the challenge was ensuring its visual presence evolved alongside it. The work needed to support dense educational content and highly social experiences while staying warm and clear.
I partnered closely with leadership and contributors to translate TEXSOM’s culture into a visual system that could scale and support its role as a global community for beverage professionals.
My role and focus
Role: Creative Director
Duration: 3+ years
Areas of focus:
Editorial identity and systems
Event experience and visual language
Awards and competition collateral
Photography direction and curation
Multi-channel print and digital collateral
My role and focus
Role: Creative Director
Duration: 3+ years
Areas of focus:
Editorial identity and systems
Event experience and visual language
Awards and competition collateral
Photography direction and curation
Multi-channel print and digital collateral
Overall result: A cohesive visual system that unified publication, events, and awards while supporting TEXSOM as a community-centered organization.
Overall result: A cohesive visual system that unified publication, events, and awards while supporting TEXSOM as a community-centered organization.
Editorial identity: Sommelier
Editorial identity: Sommelier
Setting an editorial standard rooted in craft and credibility
Sommelier was TEXSOM’s inaugural publication. It needed to feel modern and approachable while honoring the authenticity of the beverage world.
As creative director, I defined the publication’s visual system and editorial rhythm within an established structure. Working closely with editorial leadership and contributors, I shaped an experience that was intentional and confident.
Setting an editorial standard rooted in craft and credibility
Sommelier was TEXSOM’s inaugural publication. It needed to feel modern and approachable while honoring the authenticity of the beverage world.
As creative director, I defined the publication’s visual system and editorial rhythm within an established structure. Working closely with editorial leadership and contributors, I shaped an experience that was intentional and confident.
Result: An editorial identity that reinforced TEXSOM’s credibility while creating a welcoming, human reading experience.
Result: An editorial identity that reinforced TEXSOM’s credibility while creating a welcoming, human reading experience.
Annual event identity
Annual event identity
Designing a repeatable event system without visual fatigue
Each year, the TEXSOM conference needed a fresh visual identity while still feeling familiar to returning attendees.
I led creative direction across the full event experience, including identity, signage, credentials, programs, sponsorship materials, and digital touchpoints. The system balanced clarity with warmth, helping people navigate content without feeling overwhelmed.
Designing a repeatable event system without visual fatigue
Each year, the TEXSOM conference needed a fresh visual identity while still feeling familiar to returning attendees.
I led creative direction across the full event experience, including identity, signage, credentials, programs, sponsorship materials, and digital touchpoints. The system balanced clarity with warmth, helping people navigate content without feeling overwhelmed.
Result: A repeatable event framework that adapted year to year without losing cohesion.
Result: A repeatable event framework that adapted year to year without losing cohesion.
Awards and competitions
Awards and competitions
Bringing clarity and credibility to a growing awards program
As the TEXSOM International Wine Awards grew in scale and reputation, visual clarity became essential to maintaining credibility.
I guided visual direction across print, digital, and environmental applications, ensuring the awards felt connected to the broader TEXSOM ecosystem.
Bringing clarity and credibility to a growing awards program
As the TEXSOM International Wine Awards grew in scale and reputation, visual clarity became essential to maintaining credibility.
I guided visual direction across print, digital, and environmental applications, ensuring the awards felt connected to the broader TEXSOM ecosystem.
Result: A unified visual relationship between publication, conference, and awards that reinforced TEXSOM’s standing on a global stage.
Result: A unified visual relationship between publication, conference, and awards that reinforced TEXSOM’s standing on a global stage.
Curating a photographic language
Curating a photographic language
Defining an authentic photographic voice across TEXSOM
Photography played a central role across editorial and experiential work.
I curated imagery that emphasized real people, real places, and moments of craft. The photographic language avoided polish for its own sake, favoring authenticity and a strong sense of place.
Defining an authentic photographic voice across TEXSOM
Photography played a central role across editorial and experiential work.
I curated imagery that emphasized real people, real places, and moments of craft. The photographic language avoided polish for its own sake, favoring authenticity and a strong sense of place.
Result: A consistent photographic presence that strengthened emotional connection and reinforced TEXSOM’s values.
Result: A consistent photographic presence that strengthened emotional connection and reinforced TEXSOM’s values.
Consistency across every touchpoint
Consistency across every touchpoint
Designing for connection, culture, and continuity
My creative direction extended beyond individual touchpoints to the overall experience of TEXSOM. I shaped how attendees, contributors, and partners encountered the organization visually, across publication, event spaces, navigation collateral, sponsorship communication, and digital interfaces.
Despite tight timelines, shifting content, and many stakeholders, the visual language maintained a sense of clarity and hospitality.
Guiding the evolution of TEXOM's visual identity
Across all touchpoints, I guided the long-term evolution of TEXSOM’s visual identity as its programs expanded.
I curated and maintained an extensive image library spanning licensed, contributor, and in-house photography, establishing standards teams could build from confidently.
Designing for connection, culture, and continuity
My creative direction extended beyond individual touchpoints to the overall experience of TEXSOM. I shaped how attendees, contributors, and partners encountered the organization visually, across publication, event spaces, navigation collateral, sponsorship communication, and digital interfaces.
Despite tight timelines, shifting content, and many stakeholders, the visual language maintained a sense of clarity and hospitality.
Guiding the evolution of TEXOM's visual identity
Across all touchpoints, I guided the long-term evolution of TEXSOM’s visual identity as its programs expanded.
I curated and maintained an extensive image library spanning licensed, contributor, and in-house photography, establishing standards teams could build from confidently.