Sèchey

Creative Direction · Brand Storytelling · Content · Experiential Marketing

Over four years, my role at Sèchey grew far beyond a single area of marketing. I helped shape how the brand appeared across digital platforms, retail, campaigns, events, and everyday customer experiences, always looking for ways to make each touchpoint feel thoughtful and connected.

Role
Creative Marketing Lead
Industry
Non-Alcoholic Beverage & Retail
Location
Charleston, South Carolina
Timeline
2022–Present

Working within a growing startup meant moving between creative direction and execution every day. I contributed to website updates, photography, email marketing, social content, product launches, retail merchandising, partnerships, events, and experiential campaigns.

That range taught me to think beyond individual deliverables and consider how every piece contributes to the way someone experiences a brand.

01

Digital Experiences

Website updates, e-commerce merchandising, email campaigns, landing pages, and product storytelling designed to make each digital touchpoint feel considered and connected.

Collage of multiple screenshots of an online wine and spirits store website called 'SECHEY'. Various wine bottles are displayed, with some pages showing wine tasting events, non-alcoholic spirits, and product descriptions. The website has a clean, modern design with white backgrounds, black text, and gold accents.
A digital collage of five webpage screenshots from Séché, showcasing various beverages, promotional offers, and product details related to alcohol-free and THC-infused drinks. The first page highlights summer gatherings with images of drinks and people, the second advertises a 25% sitewide discount on Séché products, and the subsequent pages detail different beverage options, pairing ideas, and lifestyle imagery with a focus on cocktails, wine, and wellness drinks.
A promotional webpage for Séché, featuring two sections about wine and cocktails. The left side promotes pairing wine with dishes, and the right side highlights weekend cocktails and spirits. Includes images of wine bottles, glasses, cocktails, and a person enjoying drinks outdoors.
Promotional digital marketing mockups for Séchey featuring beverage products and summer lifestyle imagery, including a person toasting with drinks, bottles on a wooden surface, and colorful cans, with text advertising discounts and product collections.
Screenshots of an online wine shop website displaying various sections, including wine products, tasting events, and non-alcoholic beverages.
02

Campaigns & Content

From photography and short-form video to UGC, graphic design, product launches, and seasonal campaigns, I created content across Sèchey’s channels while keeping each touchpoint connected to the larger brand story.

Multiple necklaces with the word 'dryash' in cursive, displayed on a black tray. The necklaces are gold-colored chains, and one is placed on a green box labeled 'EM. Paris 2024'. The background includes a black and white photo collage and a white textured surface with scattered multicolored terrazzo patterns.
A black sparkling wine bottle with a green ribbon, surrounded by yellow confetti and two disco balls, on a black surface.
A red shopping basket containing wine bottles and snack boxes, with a person wearing dark pants and brown shoes standing nearby in a store aisle.

Selected Work

Sèchey × Target Nationwide Launch · 2023
National Retail Launch · Social Campaign · Content

As Sèchey expanded into Target stores nationwide, I supported the physical campaign shoot and managed the launch across Sèchey’s social channels. The campaign introduced the Target assortment to our digital community, featuring Sèchey Wines alongside Kin Euphorics, De Soi, NOPE, Ghia, and Surely Wine.

AL & EM × Sèchey · 2024
Local Partnership · Product Photography · Social Launch

A local jewelry collaboration between AL & EM and Sèchey. I photographed the collection and led the social launch, creating the product imagery and digital content used to introduce the partnership to our audience.

Sèchey Limited Edition Wines
Creative Direction · Packaging · Lifestyle Photography

For Sèchey’s limited-edition wine assortments, I contributed to the collaborative label design process and co-creative directed the lifestyle photography, helping shape how each release came to life visually from the bottle to the campaign.

Several cans of Blind Tiger Spirit free cocktail drinks and a glass vase on a beige surface with sunlight and shadows.
A picnic setup with a striped tablecloth, two bottles of rosé wine, two empty rosé glasses, a cheese and fruit platter with grapes, strawberries, blue cheese, prosciutto, and a small container of honey, and I open book and pink-tinted glasses.
Collection of Kin Euphorics beverage bottles in various colorful and natural settings, with flowers, fruits, and a sunset background, emphasizing mood, energy, and peace.
A colorful advertisement for Caleno non-alcoholic spirits featuring three bottles with vibrant labels on a yellow background, with the slogan "Discover the deliciously tropical flavors of Caleno." The right side provides details about different flavors and ingredients of Caleno spirits, including Kin, Actual Sunshine, Lightwave, and Kin Bloom, with descriptions and benefits of each flavor.
03

Brand in the Wild

Extending the Sèchey identity beyond the screen through print advertising, branded merchandise, promotional materials, and physical touchpoints that carried the brand into everyday life.

A promotional flyer for Sechey offering 10% off with code DRINKCHS, featuring a person holding a bottle of Sechey sparkling wine and a woman holding a wine glass, with text about the company's history and contact information.
A collection of celebratory products including sparkling wines, non-alcoholic spirits, cocktail mixers, and candles with festive winter-themed decorations like gold snowflakes and stars in the background. Items include several bottles of wine and spirits, cocktail coupe glasses, a candle, and various boxed items, all labeled with brand names and descriptions.
Two black items with the slogan "drink less. live more" in gold lettering, one round coaster and one rectangular case, held by a person with tattoos on their fingers.

Southern Flavor Ad Space

Coaster as
Business Card

Slap Koozie

A hand holding a vertical strip of two round stickers with the brand name 'SEÇHEY' and the tagline 'seh shay' n. dryish' on a wooden surface, and a canvas tote bag with the text 'THE FUTURE IS DRYISH' and 'SEÇHEY est. 2021' printed on it, placed on a table near a boat with a view of the ocean in the background.

Tote Bags for
Event Activation

Branded Stickers with
Gold Foiling

A cocktail glass filled with a pinkish-orange drink, placed on a wooden surface next to a box of Martini Candle Company soy wax candle, with a floral wallpaper background.

Collaboration with Local Candle Company

04

Experiential Marketing

From intimate in-store tastings to product launches, partnerships, community events, and larger brand experiences, I’ve helped bring Sèchey to life beyond the shelf. My work has included coordinating events, developing creative direction, supporting brand partnerships, creating content, and shaping the details that turn an activation into an experience people remember.

Selected Experiences
01

Sèchey Yacht Party

Brand Experience · Event Production · Content

02

Sèchey × Pamos Launch Party

Product Launch · Partnership · Event Coordination

03

Sasha Pieterse × Drink Hippie

Meet & Greet · Brand Partnership · In-Store Activation

04

Wellness & Community

Partnerships · Programming · Content

05

Brand Tastings

Retail Activation · Product Discovery · Community

And many moments in between.

Ongoing tastings, brand visits, community partnerships, wellness programming, pop-ups, launches, and in-store activations.

Five women at a promotional event holding cans of Hippie Water, standing in front of banners and shelves with wine bottles, dressed in black or blue outfits.
A woman bartending at a bar with a large circular mirror behind her that says 'SÉCHÉ'. She is pouring a drink into a copper shaker, surrounded by various bottles, cans, and a small potted plant on a wooden bar counter.
Four women sitting on a boat, two wearing hats and sunglasses, holding drinks, with a man filming them from behind. The boat has a view of water and a distant shoreline with trees during sunset.
Assorted cans of Curious Elixirs and other beverages chilled on ice.

Videography shot by Port City Films

05

Retail Experience

Shaping how Sèchey showed up inside the Charleston store through visual merchandising, window displays, signage, brand installations, and customer-facing partnerships.

Building on a concept previously explored at Sèchey’s NYC location, I pitched and developed a more structured in-store brand partnership program for Charleston, creating package options that gave partner brands new ways to show up through displays, signage, tastings, and other physical retail touchpoints.

Window Displays

Visual Merchandising · Creative Direction

Arch Signage

Environmental Design · In-Store Branding

Brand Partnership Program

Concept Development · Partnership Packages · Retail Marketing

Merchandising & Displays

Product Presentation · Customer Experience

storefront of SECHEY, a shop selling alcohol-free cannabis and wine. The windows feature promotional posters with slogans 'Meet the Faux-Sé' and 'Make it Euphoric,' including illustrations of a bottle and a cocktail glass, respectively. The entrance is open, revealing an interior with a counter and display area.
Display of skincare or wellness products arranged on a round table and wooden shelves in a retail store.
A display shelf filled with cans and cartons of oHHo flavored sparkling water, featuring various fruit flavors such as lemon, cherry, lime, and blood orange. The cans and cartons are arranged neatly on the gold-colored shelves with a backdrop of a sign promoting the drinks.
Display shelf with cans and boxes of hightail THC drink products, alongside a promotional poster for hightail with product bottles on a pink background.