DrinkSense Manitoba is a social responsibility and public education initiative from Manitoba Liquor & Lotteries (MBLL), created to promote informed, moderate, and healthy relationships with alcohol across the province.

Through my role at UpHouse Marketing Agency, I was brought on to direct the visual identity design for DrinkSense; lead the development of launch materials for both print and digital applications; and create event materials, seasonal brand awareness campaigns, and social media content.

This meant overseeing the creative and strategic transformation of the brand’s visual identity and establishing a toolkit that is both flexible and responsive. The process required a thoughtful balance of vision, leadership, collaboration and critical design thinking to ensure the outcome aligned with MBLL’s public health goals and communication objectives.

Once the rebrand launched in 2024, I continued to support the brand by maintaining creative consistency across channels—directing and styling product and lifestyle photoshoots, and art directing seasonal campaign video productions to evolve the brand while staying true to its core message.