Turning a brand idea into a beautifully crafted consumer experience.

For DRY Soda’s The Guide to Zero Proof Cocktails, I helped bring a consumer lifestyle publication from concept to finished product, leading work across creative direction, recipe development, writing, styling, production, and partner management.

I developed the majority of the book’s original recipes and wrote the majority of its editorial content, helping shape both its creative voice and the experience it offered readers. I also led photo styling and coordinated photographers, creative talent, vendors, and production partners to bring the concept to life.

Behind the scenes, I managed budgets, scopes, contracts, timelines, talent, creative deliverables, and production requirements, ensuring the final publication remained cohesive with the DRY brand from concept through production.

The result extended DRY beyond the beverage itself, creating a consumer lifestyle experience centered on zero-proof cocktail culture, creativity, and entertaining.

My Role: Recipe Development • Writing & Editorial • Creative Direction • Photo Styling • Publishing • Talent & Vendor Management • Production Management • Budget & Scope Management • Brand Storytelling