The Process
Our creative strategy phase began with articulating the ethos behind the campaign. We developed a ‘tribal manifesto’—a rallying call that would anchor all communications and define what it means to be a part of the Highland Park tribe. This copy formed the emotional and narrative spine of the campaign.
From there, I developed creative concepts for the key visual, combining:
- Dramatic storytelling elements that reflect Viking heritage and Orkney roots
- A monochromatic aesthetic punctuated by Highland Park’s signature orange - a nod to warmth, fire and craftsmanship
- Bold typography and layered illustrations to express identity, belonging and strength in community
The final composition balanced premium product imagery with the tribal manifesto, positioning the bottle as a totem of shared values, not just a drink.
Once the creative direction was approved:
- I worked closely with a retoucher to elevate product photography for maximum impact
- Oversaw artworking and production, adapting the toolkit for above-the-line (ATL) placements (print, OOH, digital advertising) and below-the-line (BTL) executions (POS, experiential, social assets)
- Collaborated on toolkit guidelines to ensure consistent rollout across global markets
The Results
- The ‘A Tribe Apart’ creative delivered a bold, unified voice for Highland Park, deepening emotional connection with both loyal drinkers and new audiences
- The creative toolkit was adopted and adapted across multiple global markets, establishing the campaign as a scalable platform for Highland Park’s international storytelling
- The tribal manifesto became a touchstone for internal teams and brand ambassadors, aligning messaging and tone across all touchpoints
By focusing on shared values and the power of identity, the campaign successfully positioned Highland Park not just as a whisky, but as a movement - a tribe defined not by location, but by passion, craft and connection.
