Sallie Townsend — Creative Director

She works in mood.

Sallie Townsend has been directing since before she had a name for it. She volunteered herself as the first “director” of her elementary school programs, and found a lasting love for leading others to perform.

Sallie pitched content to businesses missing out on the power of branded short films. She spent three years with a design firm that landed their first major feature in Architectural Digest Middle East. Since expanding her services, she’s directed visual storytelling and brand work for clients including Artiste Winery, The Girl at the Garden Gate, Après Cowgirl, and Spoak.com.

Now, through her studio EatUrMood, she builds brand worlds around one quiet idea: every brand has a mood, and it’s worth telling well.

Sallie Townsend directing a creative session

Selected Work

Recent collaborations

Grace Blu — luxury bar interior, Newport Beach

Design: Grace Blu · Photographer: Douglas Friedman

01 — Grace Blu Interiors

The work was
world-class.
The world just
didn't know it yet.

Creative Direction Campaign Styling Brand Refinement Photography Curation 3 Years

Grace Blu — a luxury interior design studio in Newport Beach — was producing spaces worthy of global recognition. The visual identity, the content, and the photography weren't yet telling that story.

Over three years, EatUrMood embedded into the brand to change that. We directed styling campaigns, elevated and curated the photographer roster, refined the brand package, and shaped the visual language from the inside out.

The collaboration culminated in a feature in Architectural Digest Middle East, shot by Douglas Friedman — one of the most sought-after architectural photographers in the world.

11K→30K Instagram growth

2× Project volume

↑ Average budgets increased

6→17 Team expanded to meet demand

Brand Activation · EatUrMood

02 — Girl with the Garden Gate

Some brands
aren't built.
They're cultivated.

Brand Activation Logo & Crest Visual Identity Storytelling Full Rebrand

Girl with the Garden Gate is an exclusive horticulture service — one part botanical expertise, one part lifestyle aspiration. When they came to EatUrMood, they had something rare: a genuinely distinctive point of view. What they needed was a world to match it.

We built the brand from the ground up. A hand-crafted crest. A refined color language rooted in the garden itself. A logo with the weight of legacy and the softness of something that actually grows. A storytelling framework that positions the brand not as a service, but as an invitation into a very particular kind of life.

A full brand activation — from identity to imagery — built to introduce a new kind of horticulture brand to the world. Launch forthcoming. The gate is about to open.

0→1 Brand built from scratch

Full Crest, logo & identity

↑ Storytelling framework

Soon Launch in progress

The garden gate is open. The world is about to find out what's behind it.

Brand Film · EatUrMood

03 — Artiste Winery

The art lived on the label
for twenty-five years.
We set it in motion.

Brand Refresh Storytelling

Artiste — a Santa Ynez winery twenty-five years in the making — built its name on Impressionist art, every label a painting. The story was rich. The audience it needed to reach next had never heard it.

EatUrMood is leading a storytelling refresh to carry that heritage to a younger table. We're shaping a cultural narrative that treats the wine as the bridge between fine art and the land it comes from — then bringing it to life as a cinematic brand film: a slow dissolve where an Impressionist painting becomes the living vineyard it was always painted from.

A storytelling refresh and cinematic brand film, built to carry a twenty-five-year legacy to a new generation. Launch upcoming. The story is about to find its next audience.

25 yr Legacy reframed

Film Cinematic brand film

↑ Reaching a younger audience

Soon Launch upcoming

Twenty-five years of art — finally in motion.