Diageo is a worldwide leader in the Spirits, Beer and Ready-to-Drink categories of the alcohol and beverage industry. Owning many globally recognized brands, a few include: Baileys, Captain Morgan, Crown Royal, Don Julio, Guinness, Johnnie Walker, Smirnoff, and Tanqueray.
As the Lead Graphic Designer for Diageo Canada, I co-ordinated with Customer Marketing Managers and Marketing Services Businesses, ensuring the successful completion of project deliverables while meeting deadlines and budgets. Prior to starting or assigning any design project, I reviewed all die lines and provided critical feedback to be communicated to vendors, preventing complex production issues. I played a vital role in the design and development of Below The Line (BTL) branded creative elements, such as in-store displays.
I ensured that respective brand strategies were accurately represented in the design of retail displays and other customer focused experiential environments. Point of purchase in-store displays were utilized in National BTL programs to improve Diageo’s brand visibility at points of shopper engagement. Often placed at the ends of aisles or in the centre aisles of retail locations, point of purchase displays were used to emphasize specific products or offers, enhancing the consumers’ in-store experience and impression of the respective Diageo brand.
My experience with branding, as well as installation and product design, lent itself well to designing several displays according to Canadian regulation guidelines and the Diageo Marketing Code. The point of purchase items were designed and constructed in consideration of environmental impact, with several displays being considered “evergreen.” Such displays offered extended in-store lifespan or ability to be repurposed to support other campaigns, offers, brands, etc, were possible.
Knowledge: Art Direction, Display Design, Branding
Programs: Adobe Illustrator, Adobe Photoshop, Adobe InDesign
Details: Point of purchase displays for retail environments, designed for Diageo Canada.