Sutter Home’s Build a Better Burger, a retail staple for decades, faced the challenge of revitalizing its program to celebrate its 30th anniversary. The goal was to strike a balance between honoring its legacy and attracting a new generation of wine enthusiasts with a more contemporary and relatable look and feel. I collaborated closely across teams to bring this vision to life, developing a vibrant visual identity with bold color blocking, youthful food styling, and social-first storytelling. Oversaw wardrobe, set, and prop design, food styling, and ensured every detail aligned with the brand’s message. Partnering with photographers and videographers, I crafted engaging content for retail and digital platforms. We aligned creative with brand pillars, expanded reach with the social media team, optimized performance with analytics, and enhanced visual storytelling with animators. The result was a refreshed, cohesive campaign that honored Sutter Home’s heritage while positioning it for relevance with a younger, more digitally engaged audience.