about
“Outside of a gallery, art has to work.”
michele tate | design director
mtate@newwinedesign.com
This revelation of “working art” was the root of a budding career in creative communications.
New Wine Design began in 2000 as the creative outlet of a recent design school grad. Leaving the idealistic educational world where class projects could take the form of any ole wild dream, I entered corporate design life where parameters were narrow and specific. As a corporate brands designer for Kmart Corporation, I created and extended brand styles to 20 lines of private label product packaging. When the BlueLight ceased to be “special,” I moved into agency life, where projects were more diverse in content, but often no more open to creative interpretation. The art was “working”—but it wasn’t inspiring. There had to be more.
Clinging to the creativity that drew me to graphic design in the first place, I took on a steady stream of freelance projects. A barrage of social events from weddings to non-profit galas. Brochures and program guides for trade organizations. Brand development for local start up companies. I fell in love with the organizations that enlisted my evolving expertise, and grew passionate about their missions and messages. This quest to tell their stories and visually speak on their behalf gave new meaning to “art that works.”
Agency expertise. Personal approach.
After 20 years of driving visual brand strategy for institutions and professional service firms, I stepped out of agency life to retool corporate creativity. Armed with intricate insight into the workings of creative campaigns of all sizes, New Wine pivoted to deliver the polish and experience of big agency savvy without the bureaucracy.
The working philosophy is this:
Every organization is different; each offers a unique perspective, a specific mission, and a distinct operation. Therefore, we approach each org as an individual—personally exploring its needs, directly addressing its goals, and custom crafting its creative path forward. It’s the only way to tap the true flavor of a company. The result is 100% pure juice.
