RESPONSIBILITIES:
I collaborated closely with cross-functional teams and Westrock stakeholders to help modernize and elevate the company’s brand presence across both digital and physical touchpoints. My role included refining and streamlining the corporate logo, overseeing UX/UI website design direction, contributing to visual strategy, and helping guide the overall creative execution throughout the project lifecycle.

I also worked alongside the photography, development, marketing, and project management teams to ensure every element of the experience aligned with Westrock’s mission, culture, and long-term vision. From approving photography selections to shaping the visual language of the website, the focus was on creating a cohesive and authentic brand experience that reflected both the scale of the company and the people behind it.

THE CHALLENGE:
Westrock’s previous website and brand presentation failed to fully communicate the company’s identity, purpose, and global impact. While they were already a major force within the beverage industry, the existing experience lacked the emotional storytelling and visual sophistication needed to showcase their commitment to sustainability, ethical sourcing, humanitarian initiatives, and long-standing partnerships with farming communities around the world.

The challenge was to create a more modern and engaging digital presence that not only reflected Westrock’s scale and expertise, but also highlighted the heart behind the brand — their mission-driven approach, family values, global reach, and dedication to empowering farmers and communities across multiple continents.

THE SOLUTION:
The redesigned experience introduced a more refined visual identity, a modernized logo system, and a strategically structured website that better communicated Westrock’s story, values, and industry leadership. Through thoughtful UX/UI design, updated photography direction, and stronger brand storytelling, the new experience created a more authentic and emotionally engaging connection between the company and its audience.

The logo refresh was quickly embraced by stakeholders and immediately rolled out across signage, apparel, packaging, branded merchandise, and corporate materials throughout the organization. The updated website and brand system helped position Westrock as not only an industry leader in coffee and beverage sourcing, but also as a company deeply invested in sustainability, innovation, transparency, and global community impact.