Lucky Goat started with a simple idea: Make Great Coffee. Over 15 years, it has grown into the specialty coffee choice of the Southeast. I joined in 2021 as Lucky Goat’s first full-time graphic designer and expanded the role as the company grew, progressing to Senior Graphic Designer and ultimately into an Art Director position created to lead the marketing and branding team. In addition to shaping brand direction, I served as in-house photographer and copy editor, ensuring visual and written consistency across all channels.

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In four years, I helped transform Lucky Goat’s visual identity and creative strategy from the ground up. I designed the core creative foundation for all internal departments, six corporate cafés, 100+ wholesale partners, 30+ franchise locations, and a thriving e-commerce store. I partnered with the VP of Branding to curate the promotional calendar, oversaw brand execution companywide, led and mentored a growing creative team, establishing workflows, critique structure, and brand systems that supported companywide expansion. I also directed merch capsules, packaging, newsletters, and the franchise marketing program to ensure strategic alignment at every touchpoint.

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Through illustration, photography, and research-driven strategy, I created assets that were functional, memorable, and aligned with company goals, ensuring the brand was as refined as the coffee itself.