Gallo 

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Overview

 

Gallo brought me on to help reimagine the voice of one of their legacy brands, Louis M. Martini, as part of a major brand refresh. But the partnership quickly expanded. I became a go-to writer for Gallo’s broader portfolio, including High Noon, Prophecy, J Vineyards, Locations, and more. Each brand had its own identity, audience, and tone — and each needed to stand out in a crowded and competitive category.

 

Challenge

 

How do you build fresh, engaging messaging for a category that often sounds the same? And how do you maintain a consistent level of creative quality while shifting between dramatically different voices — from elegant wine brands to bold canned spirits?

 

Solution

 

I developed voice and messaging guidelines for the Louis M. Martini rebrand, crafting a refreshed tone that could flex across marketing channels while honoring the brand’s deep heritage. For Prophecy, I elevated the existing voice to feel more layered and poetic, matching its mystical aesthetic. For High Noon, I dialed in a tone that was laid-back, confident, and punchy — with an eye toward Gen Z appeal.

 

Across all brands, I created copy for campaigns, product storytelling, digital content, print, and packaging. I also developed educational materials for Gallo U, an internal learning platform designed to train vendors, bartenders, and servers on brand stories, service tips, and the language of wine and spirits.

 

Outcome

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    •    Developed distinct, channel-ready voices for multiple brands within the Gallo portfolio

    •    Created messaging systems that helped internal teams maintain consistency across global markets

    •    Became the go-to voice specialist for new product launches and brand refreshes

    •    Received strong internal feedback and long-term assignments across multiple teams