— PROJECT NAME

Karl Strauss Social

Refresh Spec

— ROLE

Creative Director, Product Design, Image Editing,

Campaign Launch Supervisor

— DATE

06.18.2026

Karl Strauss Brewery Social Media Refresh explored how a legacy San Diego craft beer brand could feel more modern, energetic, and visually relevant across social media. The goal was to create a refreshed campaign direction that preserved the brand’s craft roots while introducing a brighter, more editorial visual language built around bold product photography, vibrant color, sensory photography, and lifestyle-driven storytelling.

The process focused on developing a flexible social campaign system, including visual concepts, headline directions, product-focused post ideas, and a cohesive, bold brand voice. The outcome was a refreshed creative direction that made Karl Strauss feel more dynamic, recognizable, and culturally current while still staying connected to its San Diego identity.

Programs Used: Cinema 4D, Adobe Photoshop, Illustrator, Lightroom. Higgsfield for imagery support.