Created by the Howdy Corporation in St. Louis, MO, 7UP was an optimistic venture from the very start. After great success with the Howdy Orange drink, company founder C.L. Grigg decided to try his luck with lemons and limes. C.L. Grigg spent more than two years testing over 11 different formulas, all in search of a drink that was refreshing enough to prove irresistible to the people of Missouri and the world at large. In 1929, C.L. Grigg’s bubbliest drink was born. The public quickly developed a taste for Grigg’s caramel colored lemon-lime soda. Bib-Label Lithiated Lemon-Lime Soda sold, and sold well. As the drink grew more and more popular, the original name was traded in for something short and sweet. Bib-Label Lithiated Lemon-Lime Soda became known as 7UP. Early advertising featured a winged 7UP logo with copy that read “a glorified drink in bottles only. Seven natural flavors blended into a savory, flavory drink with a real wallop.” The drink was so successful by 1936 that Grigg changed the name of The Howdy Corporation to The Seven-Up Company. By the late 1940s, 7UP had become the third best-selling soft drink in the world. In the decades to follow, 7UP developed iconic branding, setting it apart from industry front-runners. In 1967, 7UP brought the phrase UNCOLA into the national vernacular. The UNCOLA campaign set 7UP apart from its competition and became part of a counter cultural that symbolized being true to yourself and challenging the status quo. Always at the frontier of taste and pop culture, 7UP was also among the first sodas to introduce sugar-free and caffeine free options. Through the years, advertising for 7UP featured everything from a cartoon mascot named Spot, to the “It’s an Up thing” and “Make 7UP yours” taglines.
Job Summary
The Art Director, Visuals & Content, will be responsible for conceptualizing and executing high-quality, on-brand visual designs across various marketing materials.
This role will be crucial in maintaining Seven-Up Bottling Company’s brand identity through compelling static and animated content, ensuring consistency and visual appeal in all consumer-facing
communications.
The ideal candidate will have a keen eye for aesthetics, a strong understanding of brand guidelines, and proficiency in design and animation software.
Key Responsibilities
Visual Design & Brand Identity:
Develop and maintain a consistent visual brand identity across all platforms and touchpoints, adhering strictly to the Seven-Up Bottling Company brand guidelines.
Design and produce a wide range of marketing collateral, includingbut not limited to: social media graphics, website banners, print advertisements (minimal), in-store POS materials (minimal), and digital campaign assets.
Ensure all visual elements are impactful, engaging, and effectively communicate brand messaging.
Content Animation & Production:
Conceptualize and produce engaging short-form animated content for digital platforms (e.g., social media, website, digital ads).
Collaborate with the marketing team to bring content ideas to life through motion graphics and simple video editing.
Manage the end-to-end production process for visual assets, from initial concept to final delivery, ensuring timely completion.
Creative Collaboration & Support:
Work closely with the Category Senior Brand Manager and the wider marketing team to understand campaign objectives and translate them into effective visual solutions.
Provide creative input and recommendations during brainstorming sessions.
Liaise with external agencies or vendors when necessary for specialized design or production needs, ensuring brand standards are met.
Asset Management & Archiving:
Organize and maintain a well-structured library of all visual assets, ensuring easy accessibility and proper version control.
Manage digital asset management systems for visual content.
Market & Trend Awareness:
Stay updated with the latest design trends, software advancements, and best practices in visual communication, particularly within the FMCG sector.
Continuously seek opportunities to innovate and enhance the visual appeal of our brand assets.
Qualifications
Bachelor’s Degree in Graphic Design, Fine Arts, Multimedia Arts, or a related field.
Proven experience as an Art Director, Graphic Designer, or similar role.
Proficiency in design software such as Adobe Creative Suite (Photoshop,
Illustrator, InDesign, After Effects, Premiere Pro).
Strong portfolio showcasing a range of visual design, presentation design, and animation work.
Excellent understanding of brand guidelines, typography, color theory, and layout principles.
Ability to work independently and collaboratively in a fast-paced environment.
Strong attention to detail and a commitment to producing high-quality work.
Excellent communication and interpersonal skills.