Gallo Wineries, one of the largest beverage distributors in the world, brought me in to work on below-the-line materials for many of their brands. I was also asked to establish compelling design guidelines for many of the wine and spirit brands under the Gallo name. After a thoughtful evaluation of these brands, I did them one better by proposing a bigger idea for the materials and their usage. Working with senior management and individual brand teams, we created “Vision Books” – premium publications that visually showcased the specific brand’s personality. The books were so successful, highly praised, and valued by the Gallo company that they were subsequently used as sales tools and with distribution, the executions went far beyond the originally intended use.