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He develops concepts quickly that advance the brand’s story. That doesn’t mean his work is casual by any means. The illustration requirements are painstakingly detailed and submitted in PDF files as large as 32 pages. Basing an entire campaign like the Blue Moon Brewery’s Expressionist Collection on one illustrator’s signature style can be risky from the client’s perspective, but Blue Moon knew that Smith was easy to work with, could be relied on to deliver on deadline and remain involved to service the account. “Mainly, they want something ‘own-able,’ a distinctive, hand-done look that separates their product from the rest,” Smith says. “My illustration style fits Blue Moon’s brand story, and they trust me enough to develop a unique esthetic.” 36 TAE MAGAZINE

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