Highland Park: A Tribe Apart
Role
Lead designer and art director
Art direction
Graphic design
Campaign
Global toolkit
We established a ‘tribal manifesto’ during the creative strategy phase. This copy was to be used across the campaign assets. I then worked on creative concepts for the key visual and tribal manifesto. The chosen key visual creative incorporates the Highland Park product imagery and the tribal manifesto of “A Tribe Apart,” establishing the narrative through storytelling. Embracing bold typography and a monochromatic palette with a hint of orange, the campaign creative strives to be visually impactful yet welcoming. The illustrations prominently showcase Viking heritage and the bonds of the tribe.
Once the final key visual scamps were signed off, I worked with a retoucher to create the perfect product shots. I then oversaw the art working process to create assets in multiple formats for both above-the-line (ATL) and below-the-line (BTL) executions. The campaign toolkit was adapted across global markets.
