I joined Chihuahua Cerveza as Art Director to help translate its Chicano DNA into a beer brand that actually feels like the community it represents—the first true Mexican-American beer in the market. I’ve led the visual world from the ground up: designing packaging that nods to lowrider culture and barrio iconography, shaping the taproom look and feel, and creating point-of-sale that belongs in the neighborhood, not just on the shelf. Beyond the visuals, I’ve helped connect the brand to real people through car meetups and community-driven experiences, making sure Chihuahua Cerveza doesn’t just talk about culture—it shows up for it.