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You are powerful. You are worthy. Be grateful for all that you are. Andrew is an Art Director and brand builder shaping brands from the inside out through design, storytelling, and strategic thinking—building identity systems, visual languages, and cohesive brand experiences. His work spans branding and identity, typography, photography direction, packaging, and integrated marketing across digital, social, retail, and experiential touchpoints, with a strong focus on craft and long-term brand equity.…You are powerful. You are worthy. Be grateful for all that you are. Andrew is an Art Director and brand builder shaping brands from the inside out through design, storytelling, and strategic thinking—building identity systems, visual languages, and cohesive brand experiences. His work spans branding and identity, typography, photography direction, packaging, and integrated marketing across digital, social, retail, and experiential touchpoints, with a strong focus on craft and long-term brand equity.

Andrew Wickstrom

Art Director, Brand Designer, Packaging Designer, +2

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You are powerful. You are worthy. Be grateful for all that you are. Andrew is an Art Director and brand builder shaping brands from the inside out through design, storytelling, and strategic thinking—building identity systems, visual languages, and cohesive brand experiences. His work spans branding and identity, typography, photography direction, packaging, and integrated marketing across digital, social, retail, and experiential touchpoints, with a strong focus on craft and long-term brand equity.…You are powerful. You are worthy. Be grateful for all that you are. Andrew is an Art Director and brand builder shaping brands from the inside out through design, storytelling, and strategic thinking—building identity systems, visual languages, and cohesive brand experiences. His work spans branding and identity, typography, photography direction, packaging, and integrated marketing across digital, social, retail, and experiential touchpoints, with a strong focus on craft and long-term brand equity.

Available to hire

San Diego, United States

You are powerful. You are worthy. Be grateful for all that you are.

Andrew is an Art Director and brand builder shaping brands from the inside out through design, storytelling, and strategic thinking—building identity systems, visual languages, and cohesive brand experiences. His work spans branding and identity, typography, photography direction, packaging, and integrated marketing across digital, social, retail, and experiential touchpoints, with a strong focus on craft and long-term brand equity.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Language

English

Fluent

Work Experience

Art Director (Brand Packaging & Portfolio Consistency) at Deschutes Brewery

January 1, 2024 - January 1, 2026

Partnered with the CMO and Innovation Brand Manager to improve packaging consistency, hierarchy, and shelf impact across the Deschutes portfolio. Provided visual system consultation, can design input, and Variety Pack architecture aligning trade and DTC formats. Contributed to design/layout updates including Symphonic Chronic Double Dank IPA, refreshed Variety Packs and core packaging, and developed 2024 Non-Alc campaign POS materials emphasizing brand cohesion and operational scalability.

Creative (Hope Family Wines / Hope Provisions Co.) at Creative Hope Family Wines

January 1, 2024 - January 1, 2025

Elevated packaging and marketing across legacy wines and new category expansion, including refining the Treana label refresh with modern cues aligned to premium positioning. Launched Hope Provisions Co. with full visual identity and packaging direction. Built label architecture systems and coordinated trade and DTC assets in partnership with internal winemaking, marketing, and sales teams to streamline execution and messaging.

Independent Creative - Packaging & Marketing Design Consultant at Various clients

January 1, 2024 - January 1, 2025

End-to-end leadership across packaging design, brand identity, product development, and integrated marketing. Includes national retail displays, signage kits, merchandising tools, and sustainable structural packaging solutions.

Packaging & Marketing Design Consultant at Deschutes Brewery

January 1, 2024 - January 1, 2025

Improved packaging consistency, hierarchy, and shelf impact across the Deschutes portfolio. Provided consultation on visual systems, can design, and Variety Pack architecture aligning trade and DTC needs. Supported design for updated Variety Packs and core packaging, and created POS materials for the 2024 Non-Alc campaign; emphasized brand cohesion and operational scalability across SKUs.

Brand System Consultant at Deschutes Brewery

January 1, 2024 - December 31, 2025

Strategically improved packaging consistency, hierarchy, and shelf impact across the portfolio; provided visual system consultation, can design, and Variety Pack architecture supporting trade and DTC performance.

Brand Systems Consultant / Packaging Design Lead at Deschutes Brewery

January 1, 2024 - Present

Independent Creative / Art Director (CPG, Branding, & Identity Design Consultant)

January 1, 2017 - January 1, 2026

Provides end-to-end creative leadership across packaging design, brand identity, product development, and integrated marketing for CPG, beverage, specialty food, and lifestyle clients. Develops production-ready systems that improve shelf impact, consumer resonance, and long-term brand equity, including label architecture, trade and DTC assets, POS/merchandising tools, and sustainable packaging solutions. Notable collaborations include Hope Family Wines and Deschutes Brewery, including system refreshes, new brand launches, and packaging consistency improvements across wide SKU portfolios.

Packaging & Marketing Design Consultant at Hope Family Wines

January 1, 2017 - January 1, 2026

Elevated packaging and marketing for legacy wines and category expansion. Refined Treana’s label with modern cues honoring premium positioning. Launched Hope Provisions Co. with full visual identity and packaging direction, including label architecture systems and cross-functional collaboration to streamline production-ready execution.

Creative Hope Family Wines / Deschutes Brewery Independent Creative (Consulting Roles)

January 1, 2017 - January 1, 2026

Independent creative providing end-to-end leadership across packaging design, brand identity, product development, and integrated marketing for clients in CPG, beverage, specialty food, and lifestyle. Delivered brand and packaging systems, including Treana label refresh and launching Hope Provisions Co. Built label architecture systems and developed trade and DTC assets, collaborating cross-functionally to streamline messaging and execution. Consulted with Deschutes to improve packaging consistency and shelf impact across the portfolio, supporting can design, Variety Pack architecture, POS materials, and campaign-related merchandising tools.

Independent Creative at Self-employed

January 1, 2017 - Present

Provide end-to-end leadership across packaging design, brand identity, product development, and integrated marketing; work with clients in CPG, beverage, specialty food, and lifestyle; ensure shelf impact, consumer resonance, and long-term brand equity.

Brand & Packaging Designer at Hope Family Wines

January 1, 2017 - Present

Led Treana label refresh and launched Hope Provisions Co. with a compelling visual identity. Developed label architecture systems, trade and DTC assets, and collaborated with internal winemaking, marketing, and sales teams to streamline messaging and execution.

Independent Creative – Packaging, Brand Identity & Integrated Marketing Consultant at Self-Employed

January 1, 2017 - Present

Provide end-to-end leadership across packaging design, brand identity, product development, and integrated marketing for clients in CPG, beverage, specialty food, and lifestyle. Bridge strategic thinking with production-ready execution to ensure shelf impact, consumer resonance, and long-term brand equity. Lead cross-functional collaborations, develop brand systems and packaging architectures, and deliver national retail displays, signage kits, and merchandising tools.

Footwear Designer – Consultant at Deckers Brands / UGG

January 1, 2011 - December 31, 2016

Developed seasonal footwear collections aligned with brand storytelling and consumer insights; designed from Fall 2011 through Spring 2016, including the Neumel.

Art Director at Firestone Walker Brewing Company

January 1, 2011 - January 1, 2022

Directed creative strategy and execution across packaging, campaigns, and retail activations during a decade of brand growth. Defined visual identity for core brands like 805 and Mind Haze, shaped digital and in-store experiences, and managed an in-house design team—fostering creative excellence through mentorship and strong production workflows. Led environmental branding projects for the brewery and retail spaces, and guided the visual strategy for the Specialty Program and Brewmaster’s Collective, aligning design with product innovations and long-term roadmaps.

Art Director / Footwear Designer (Consultant) - Reef at Reef

January 1, 2009 - January 1, 2015

Designed for Reef in the U.S. action sports market for multiple years, including leading development of the Fanning Sandal, a best-selling style incorporating a bottle opener in the outsole. Managed seasonal lines from concept through production, balancing creative vision with factory realities and retail needs. Collaborated with development and sourcing teams, traveled for trade shows, and stayed aligned with customer-driven demand and performance features.

Senior Footwear Design Manager at Firestone Walker Brewing Company (referenced alongside Deckers Brands/UGG)

January 1, 2009 - January 1, 2015

Managed footwear design leadership across seasonal lines from concept through production, balancing creative vision with factory realities and retail needs. Worked with development and sourcing teams and aligned design deliverables with cost targets, timelines, and feasibility constraints while contributing to storytelling-driven product launches (including work associated with the Fanning Sandal and related outsole feature).

Senior Footwear Design Manager at Deckers Brands / UGG

January 1, 2009 - January 1, 2015

Led seasonal footwear design across men’s, women’s, and kids’ lines for UGG brands under Deckers. Focused on color and material design, collection storytelling, and design feasibility in partnership with development teams to meet cost targets and production timelines. Oversaw rollouts across global markets and contributed to major product stories and line refreshes.

Art Director (Specialty & Innovation Footwear / Design Leadership) at Firestone Walker Brewing Company (Deckers / UGG / Reef affiliation)

January 1, 2005 - January 1, 2005

Provided art direction across specialty and innovation initiatives and supported product design leadership. Recognized in 2005 with SIMA Image Awards Product Innovation of the Year for Reef 'Mick Fanning' Sandal.

Senior Footwear Design Manager (Specialty & Innovation) at Firestone Walker Brewing Company / Deckers Brands / UGG / Reef (work history)

January 1, 2001 - January 1, 2009

Led creative strategy and execution across packaging, campaigns, and retail activations during a decade of brand growth and innovation. Defined visual identity for core brands (e.g., 805 and Mind Haze), shaped digital and in-store experiences, and managed an in-house design team with mentorship and production workflow rigor. Directed environmental design projects for brewery and retail locations, collaborating with engineers on signage, fixtures, and storefront updates. Directed visual strategy for specialty programs and collectible limited releases tied to innovation roadmaps. As a UGG consultant, developed seasonal footwear collections aligned with storytelling, trend direction, and consumer insights while ensuring feasibility, cost targets, and production timelines.

Art Director – Specialty & Innovation Footwear Designer – Consultant at SIMA Image Awards (Reef / Firestone Walker Brewing Company / Deckers Brands / UGG referenced)

January 1, 2001 - January 1, 2009

Art Director – Specialty & Innovation at Reef

January 1, 2001 - January 1, 2009

Led footwear development for Reef's U.S. action-sports line, directing concept-to-production across style concepts, color and material direction. Key contributions included the Fanning Sandal with an integrated bottle opener, driving seasonal line planning, and coordinating with development and sourcing teams to balance performance, cost, and manufacturability. Traveled to trade shows and collaborated with marketing and product teams to deliver on-brand, market-relevant footwear across the line.

Art Director – Specialty & Innovation at Reef

January 1, 1999 - December 31, 2002

Led footwear development for the U.S. action sports market, shaping product design, can design, and retail activations; contributed to notable styles and performance-driven products.