After years of hiring famous rappers to push Sprite’s message of Obey Your Thirst, the brand was losing relevance with its core base which had shifted from devoted consumers to driven creators and arbiters of Hip Hop culture. These creators don’t want to be sold to, they want to be worked with. Sprite’s audience had changed, so we needed to change too.

Role: Creative Lead, Creative Director, Design Direction.

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My logo development for the Sprite Way brand from sketch to the Staples Center stage. I took the original concept of the Sprite Lymon and reimagined it as a play button. Not only to signify music, but also to press play on whatever our community wants to do next.

These are just the highlights. GET THE FULL STORY HERE