Weber Grills

When Weber came to us, they didn’t have a clear direction—just a new product line and a brand still focused on the same audience it had always spoken to. The grills were getting smarter, cleaner, more capable. But the brand was still talking almost exclusively to white men. We saw a bigger opportunity: help Weber reach a wider, more representative audience—and show them how to do it with intent.As Art Director, I worked across events, visual design, partnerships, digital experience, and retail. One of the biggest moments was their CES launch: a private dinner and demo for press and industry leaders, held on a ranch outside Las Vegas. The setting was unconventional, and so was the format.We used the grills’ smart displays as interactive menus.

Designing CES

Guests ate food cooked on the products, with each dish tied directly to the grill that made it. I built 3D models of each product, which were integrated into the tabletops—so guests could explore features and design details while they ate. Even the standard product sheets were redesigned to feel clear, tactile, and useful.The work helped Weber see how the brand could speak more fluently to people it had largely ignored—without losing its core. It was a shift in tone, audience, and presence. Not louder. Just broader, smarter, and more aware of who was actually in the room.