From 2013 to 2017, as Creative Director for BarFly Ventures, I played a key role in shaping the brand identity of Stella's Lounge, a punk & alternative whiskey bar distinct from its sister brands, HopCat & GRBC. While I led the creative direction, guiding the team in producing most brand assets, I also designed several original elements myself, including menu designs, window vinyls, retail items, & various advertisements. Stella's edgy & rebellious aesthetic was a defining characteristic of the brand, setting it apart in the Grand Rapids bar scene.